Submitted via to: Dear Mr. Finch and Ms. Middleton,

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3 Board of Diretors Troy Mashmeyer Mashmeyer Conrete Company Chair Justin Lord Central Broward Constrution Vie Chair Monia Manolas CEME Seretary Rihard Rik Edwards Argos US Treasurer Jim Painter FL Conrete Masonry Eduation Counil Exeutive Diretor James Linoln Finh FL Dept. of Eonomi Opportunity Liaison Robert Carlton Capital Conrete & Masonry Solutions Kelly Curtis Prestige Conrete Produts Bernardo Dias Central Conrete Supermix Randy Dunlap Titan Florida Adam Freeman A-1 Blok Antonio R. Obregon Formrite Constrution Address: P.O. Box 1218 Gainesville, FL 3264 July 29, 216 Mr. James L. Finh, PMP FCCN Workfore Servies Administrator Florida Department of Eonomi Opportunity 17 E. Madison Street Tallahassee, FL Ms. Merideth Middleton, M.A.T.S. Florida Department of Eonomi Opportunity Contrat Manager, Workfore Servies, Contrats and Grants 17 E. Madison Street, MSC 229 Tallahassee, FL Submitted via to: Re: August 1, 216 Report - Florida Conrete Masonry Eduation Counil, In. Dear Mr. Finh and Ms. Middleton, As required by setion 6.3 of the Memorandum of Agreement ( MOA ) between the Florida Department of Eonomi Opportunity ( DEO ) and the Florida Conrete Masonry Eduation Counil, In. (the Counil ), the following information is provided with referene to the pertinent subsetions of the MOA: Florida Conrete Masonry Eduation Counil, In. P.O. Box 1218 Gainesville, FL The Counil was reated by Florida Statute The mission of the Counil is to oordinate a statewide program to inform and eduate the publi about the sustainability and eonomi benefits of onrete masonry produts and train individuals in the field of onrete masonry. To aomplish this mission the Counil has:

4 Mr. James L. Finh & Ms. Merideth Middleton July 29, 216 Page 2 Ø Contrated with the Florida Masonry Apprentie and Eduational Foundation (MAEF) to maintain and add apprentieship programs throughout Florida using the National Center for Constrution Eduation and Researh (NCCER) urriulum, retain and add apprenties, retain and add ontrators for the apprentieship program, and maintain pre-apprentieship programs in shools throughout Florida. Ø Continued in its efforts to identify opportunities to work with the Florida Department of Corretions on its in-faility training programs that are loated throughout the state. The goal is to establish a referral proess for ex-offenders during re-entry to their loal CareerSoure offies for referral to masonry employers. Ø Continued outreah efforts to Loal Workfore Development Boards to enourage the use of Workfore Innovation and Opportunity At (WIOA) training dollars to support the training of masons for the onstrution industry. Ø Contrated with the Masonry Assoiation of Florida (MAF). MAF, working with the Amerian Institute of Arhitets (AIA), ompleted development of a 15 hour online Masonry Certifiation Program. This Program is ompliant with the Shareable Content Online Referene Model (SCORM) and approved by the Constrution Industry Liensing Board (CILB). Ø Through its ontrat with MAF, delivered seminars to engineers and arhitets, assembled a database of Florida engineers and arhitets, and provided a Help Line for engineers, arhitets, ontrators, and ode inspetors. Ø Through its ontrat with MAF, developed a survey to Florida members of the AIA. The survey will identify masonry eduation needs of Florida AIA members, relevant topis for seminars, and masonry market trends. Survey data has been olleted and is now being evaluated by MAF. Ø Through its Exeutive Diretor, partiipates on the Constrution Industry Shortage Task Fore. The Task Fore was reated by an at of the State legislature and approved by the Governor. Ø Through its Exeutive Diretor, partiipated in a multi-state round table disussion on Marh 18, 216 with the Constrution Eduation Foundation of Georgia. Attendees were informed of the efforts and proesses undertaken to reate the Counil, the Counil s funding mehanism, the operational struture of the Counil, and the prourement proesses used by the Counil. The Foundation provided information regarding its programs, masonry eduation program ompetitions, and other information of mutual interest to the industry The Counil s preliminary draft plan for the next three (3) years is provided as an attahment to the onveying this report.

5 Mr. James L. Finh & Ms. Merideth Middleton July 29, 216 Page a opy of the Counil s urrent Code of Ethis is provided as an attahment to the onveying this report a opy of the Counil s 214 federal Internal Revenue Servie (IRS) Return of Organization Exempt from Inome Tax (Form 99) is provided as an attahment to the onveying this report. The Counil s 99 for 215 is being prepared. A opy of the 215 filing extension submitted to the IRS is provided as an attahment to the onveying this report this report and its referened attahments are in portable doument format (PDF) to failitate publiation on the DEO website. The link to the Counil s website is: If you have any questions, please ontat me at: jim@floridamasonryounil.org or Sinerely, s/jim Painter Jim Painter Exeutive Diretor Florida Conrete Masonry Eduation Counil, In. : Anita Rihardson, DEO (via Anita.Rihardson@deo.myflorida.om) Attahments to the onveying this report: Preliminary Draft Three Year Plan Code of Ethis 214 IRS Form IRS Filing Extension

6 Preliminary Draft Strategi Plan: July 216 June 219 Goals: Make masonry a top 1 preferred areer option for Florida's tehnial and voational students and others looking for high skill high wage areers, Make masonry the top hoie for building single and multi-family homes in Florida, Create new jobs for Florida residents, and Create safe and effiient homes for Floridians, thereby saving lives and reduing property loss. Challenges: Age and eminent retirement of many of its urrent employees; predominantly masons, laborers, and supervisory personnel, Lak of ohesive plans to attrat and train the next generation of employees, Insuffiient number of ontrators. If our Contrators don t partiipate, we won t have jobs for the apprenties, Inonsistent attendane in apprentieship programs, Diffiulty attrating and ompensating qualified instrutors, Lak of reliable transportation to/from home/offie/work sites/eduation ampus, Lak of doumentation by those interested in the masonry industry, and Restrited or prohibited aess by ex-offenders to ertain job sites. Strategies for Overoming Challenges and Ahieving Goals: Develop a single Statewide Masonry Apprentieship Program. Eah hapter would have a subommittee to run the loal apprentieship program. One representative from eah hapter would make up the State Exeutive Committee, Promote a masonry program to all high shools that offer a onstrution trades urriulum, There is urrently a trial program utilizing the German Model. This program allows a high shool student to elet a trade path as early as the sophomore year, study shool ourse work for half a day and work half a day in their trade path industry. If this trial proves suessful, it should be promoted to shools throughout the State, Explore the possibly of starting Trade Shools with the Shool Distrits/Community Colleges. Enourage these institutions to provide buildings and instrutors with oversight by an all industry Board, Inorporate online learning in our apprentieship programs. Computers or tablets an be loaned or purhased for those students finanially unable to provide their own devie, Work with the State of Florida to develop and implement inentive programs for ontrators that employ apprenties. The inentive programs would be integrated with the CareerSoure Florida system, Enourage industry members to sit on/partiipate with Loal Workfore Development Boards, Failitate the hiring of fully ertified and industry experiened professionals to deliver hands-on learning to eah ontrator s yard, 1

7 Failitate alternative means of and transportation servies, e.g., an industry supported UBER-like program, oordination with automotive servies training programs to repair vehiles and make the vehiles available for students use, Promote and offer a plan reading ourse to third year students or any mason interested in beoming a foreman, and Develop and implement inentive programs to attrat and retain masonry industry interest, employment, ontinuing eduation, and advanement. Inentives ould inlude: Student stipends (pay for attendane/performane), Providing meals for weekend lass/workshop attendane, Awarding tools to reognize advanement throughout training programs, Cash awards for ompleting training, graduation, lass standing, et., and Providing on-going transportation assistane, low ost vehile purhase/finane programs. Measurements of Progress: Inrease in number of training/apprentieship programs throughout the State, Inrease in the number of partiipating eduational institutions, Inrease in the number of partiipating ontrators, Inrease in the number of students, Inrease in the number of program graduates, Inrease in wages, Meeting the employment and training needs of ontrators, and Inrease in the onstrution of residential and ommerial onrete strutures. 2

8 Florida Conrete Masonry Eduation Counil, In. CODE OF ETHICS/CONFLICT OF INTEREST POLICY 1 PREAMBLE (1) It is essential to the proper ondut and operation of the Florida Masonry Eduation Counil, In. (herein Counil ), a diret support organization ( DSO ), that its board members, offiers, and employees remain independent and impartial and that their position is not used for private gain. Therefore, the Florida Legislature, pursuant to setions , , and (2), Florida Statutes (214), requires the Counil, operating as a DSO, to establish a Code of Ethis that protets against onflits of interest and establishes standards of ondut for DSO board members, offiers and employees in situations where onflits may arise. (2) It is the poliy of the state that no DSO board member, offier, or employee shall have any interest, finanial or otherwise, diret or indiret, or shall inur any obligation of any nature whih is in substantial onflit with the proper disharge of his or her duties for the DSO. To implement this poliy and strengthen the faith and onfidene of the people in DSOs, there is enated a Code of Ethis/Conflit of Interest Poliy setting forth standards of ondut required of Counil board members, offiers and employees in the performane of their offiial duties. STANDARDS The following standards of ondut are enumerated in Chapter 112, Florida Statutes (214), and are required by setion , Florida Statutes, to be observed by DSO board members, offiers and employees and shall apply to board members, offiers, or employees of the Counil: 1. Prohibition of Soliitation or Aeptane of Gifts A DSO board member, offier, or employee shall not soliit or aept anything of value to the reipient, inluding a gift, loan, and reward, promise of future employment, favor, or servie, based upon any understanding that the vote, offiial ation, or judgment of the DSO board member, offier or employee would be influened thereby. 2. Prohibition of Aepting Compensation Given to Influene a Vote A DSO board member, offier, or employee shall not aept any ompensation, payment, or thing of value when the person knows, or, with reasonable are, should know that it was given to influene a vote or other ation in whih the DSO board member, offier, or employee was expeted to partiipate in his or her offiial apaity. 3. Salary and Expenses 1 Previously reviewed and approved by the Florida Department of Eonomi Opportunity and adopted by the Florida Conrete Masonry Eduation Counil as the Code of Ethis to protet against onflits of interest and establish standards of ondut for board members, offiers and employees. 1

9 A DSO board member or offier shall not be prohibited from voting on a matter affeting one s salary, expenses, or other ompensation as a DSO board member or offier, as provided by law. 4. Misuse of Publi Position A DSO board member, offier or employee shall not orruptly use or attempt to use one s offiial position or any property or resoure of the Counil whih may be within one s trust, or perform one s offiial duties to seure a speial privilege, benefit, or exemption. 5. Prohibition of Misuse of Privileged Information A DSO board member, offier or employee shall not dislose or use information not available to members of the general publi and gained by reason of one s offiial position for one s personal gain or benefit or for the personal gain or benefit of any other person or business entity. 6. Post-Offie/Employment Restritions A person who has been eleted to any DSO board or offie or who is employed by a DSO may not personally represent another person or entity for ompensation before the governing body of the DSO of whih he or she was a board member, offier, or employee for a period of two years after he or she vaates that offie or employment position. 7. Prohibition of Employees Holding Offie A person may not be both a DSO employee and a DSO board member at the same time. 8. Requirements to Abstain From Voting A DSO board member or offier shall not vote in offiial apaity upon any measure whih would affet his or her speial private gain or loss, or whih he or she knows would affet the speial gain or any prinipal by whom the board member or offier is retained. When abstaining, the DSO board member or offier, prior to the vote being taken, shall make every reasonable effort to dislose the nature of his or her interest as a publi reord in a memorandum filed with the person responsible for reording the minutes of the meeting, who shall inorporate the memorandum in the minutes. If it is not possible for the DSO board member or offier to file a memorandum before the vote, the memorandum must be filed with the person responsible for reording the minutes of the meeting no later than 15 days after the vote. 9. Failure to Observe DSO Code of Ethis/Conflit of Interest Poliy Failure of a DSO board member, offier, or employee to omply with the Code of Ethis/Conflit of Interest Poliy may result in the removal of that person from their position. Further, failure of the DSO to observe the Code of Ethis/Conflit of Interest Poliy may result in the Florida Department of Eonomi Opportunity terminating its Agreement with the DSO. 2

10 Aknowledgement and General lnformation for Taxpayers Who File Returns Eletronially Thank you for taking part in the IRS e-file Program THE FLORIDA CONCRETE MASONRY 6353 LEE VISTA BLVD ORLANDO, FL32822 txl Your Form 8868, Appliation for Extension of Time to File an Exempt Organization Return for tax year Deember 31,215 is being filed eletronially with the IRS by the servies of Verdeja, De Armas & Trujillo, LLP. ti Your extension was aepted by the IRS on and the Submission ldentifiation Number assigned to your return is Sine you are filing your return eletronially, PLEASE DO NOT SEND A PAPER COPY OF YOUR RETURN TO THE IRS. IF YOU DO, IT WILL DELAY THE PROCESSING OF THE RETURN. Aknowled gement Proess The IRS will notify your eletroni return originator when they aept your return, usually within 48 hours. lf your return was not aepted, IRS will notify your eletroni return originator of the reasons for rejetion.

11 ' lf you are filing for an Additional (Not Automati) 3-Month Extension, omplete only Part ll and hek this box Note. Only omplete Part ll if you have already been granted an automati 3-month extension on a previously filed Form Î,,,,Jf v,o! are filing for an Automati 3-Month Extension, omplete onlv Part I (on page 11. ir;:i:iihüli{iiifljr:rlriii Additional (Not Automatil 3-Month Extension of Time. Onlv file the orisinal (no opies needed). Type or print File by the due dats for filing your rêturn. See instrut ons. Name of exempt organization or other filer, see instrutions. THE FLORIDA CONCRETE IÍASONRY EDUCATION COUNCIL INC Number, street, and room or suite no. lf a P.O. box, see instrutions LEE VTSTA BLVD City, town or post offie, state, and ZIP ode. For a foreign address, see instrutions. ORLÀNDO FL Employer identifiation number (ElN) or -L2557]-3 Soial seurity number (SSN) Enter the Return ode for the return that this appliation is for (file a separate appliation for eah return) 1 Appliation 99-BL Form 99-PF Form 99-T Return Code l Appliation ls For 2 Form 141-A 3 Fotm 472 lother than individuall o4 Form Form Form 887 Return 1 12 STOPI Do not omplete Part ll if you were not already granted an automati 3-month extension on a previously filed Form BRAI.{DIE TÀPSCOTT 6353 LEE VTSTA BLVD t The books are in the are of Þ ORLAIiIDO rerephone No. ) Sìg4 Ënx r.ro. t ' lf the organization does not have an offie or plae of business in the United States, ttek this box lf this is for a Group Return, enter the organization's four digit Group Exemption Number (GE ' forthewhole group, hekthis box,... >! list with the names and ElNs of all members the extension is for. lf t is for part of the group, hek this box lf this is and attah a Fr >n 4 I requestan additional 3-monthextensionoftime until LL/L5/ t6 5 For alendar year...?.9l5, or other tax year Ueginninj lf the tax year entered in line 5 is for less than 12 months, hek reason: f Cn.ng" in aounting period 7 State in detail why you need the extension See Statement 1, and ending! lnitiat return I rinat return 8a lf this appliation is for Form 99-BL, 99-PF, 99-T, 472, or 669, enter the tentative tax, less any nonrefundable redits. See b lf this appliation is for Form 99-PF, 99-T, 472, or 669, enter any refundable redits and estimated tax payments made. lnlude any prior year overpayment allowed as a redit and any Balane due. Subtrat line 8b from line 8a. lnlude your payment with this form, if required, by using EFTPS P See instrutions Signature and Verifiation must be ompleted for Part llonly. 8a 8b 8 Under penalties of perjury, I delare that I have examined this form, inluding aompanying shedules and statements, and to the best of my knowledge and belief, it is true, orret, and omplete, and that I am authorized to prepare this form. S ônâkira rire ) EECUTIVE DIRECTOR oa. ) O7 /28/t6 rorr 8868 (Rev ) DAA

12 Federal Statements Statement I - Form Part ll- Line 7 - Exolanation for Extension Desriotion An attempt to obtain informatj-on neessary for fiìing a return was requested in a timely fashion, but the information was not furnished in suffiient time to permit the timely filing of the return, or the taxpayer personally visited an IRS offie for the purpose of seuring information or advie and was unable to meet with an IRS representative. 1

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36 VISIT FLORIDA MARKETING PLAN This plan, developed with the assistane and approval of the Florida tourism industry, is the strategi foundation for the programs of VISIT FLORIDA. Relevant data is provided so that all Florida stakeholders an assess the VISITFLORIDA.org performane of the state s tourism marketing efforts and strengthen their own marketing by aligning with VISIT FLORIDA s plan. Additional researh and information tools are available to VISIT FLORIDA Partners. TABLE OF CONTENTS 4 22 STRATEGIC PLAN OVERVIEW 16 STRATEGY 1 DRIVE DEMAND 28 STRATEGY 2 INCREASE YIELD 42 STRATEGY 3 BRAND ENGAGEMENT 46 STRATEGY 4 INDUSTRY ALIGNMENT 5 TACTICS DEPARTMENTAL PLANS

37 22 STRATEGIC PLAN OVERVIEW ABOUT VISIT FLORIDA VISIT FLORIDA serves as Florida s offiial soure for travel planning to visitors aross the globe. VISIT FLORIDA is not a government ageny, but rather a not-for-profit orporation reated as a publi/private partnership by the Florida Legislature in Aording to the Offie of Eonomi and Demographi Researh, for every $1 the state invests in VISIT FLORIDA, $3.2 in tax revenue is generated. Additional funding is seured from the private setor to expand VISIT FLORIDA s marketing dollars. In fisal year 14-15, VISIT FLORIDA raised more than $14 million in private-setor mathing funds by atively reruiting the state s tourism industry to invest as Partners through ooperative advertising ampaigns, promotional programs, and many other pay-to-play ventures. Through this publi/private partnership, VISIT FLORIDA serves more than 12, tourism industry businesses, inluding major strategi alliane partnerships with Disney Destinations, The HERTZ Corporation, LEGOLAND Florida Resort, SeaWorld Parks & Entertainment, Simon Shopping Destinations, and Universal Orlando Resort. VISIT FLORIDA failitates tourism industry partiipation in domesti and international travel trade and onsumer shows, as well as media missions to the top global visitor markets. VISIT FLORIDA also works losely with travel agents, tour operators, meeting and event planners, and is responsible for operating Florida s five Offiial Welome Centers. Learn more about VISIT FLORIDA: VISITFLORIDA.org Follow our orporate blog: SunshineMatters.org IN THIS SECTION 5 ABOUT VISIT FLORIDA 5 22 STRATEGIC PLAN 6 MARKETING PRINCIPLES 7 MARKETING PLANNING PROCESS 8 PERFORMANCE SNAPSHOT 1 OCCUPANCY ADR AND REVPAR 12 MARKET SHARE 13 ECONOMIC IMPACT 14 ETERNAL FACTORS IMPACTING TOURISM 22 STRATEGIC PLAN The reord suess that Florida has experiened during the past five years is the result of a ollaborative effort by the entire tourism industry. In order to keep Florida ahead of the ompetition, VISIT FLORIDA and its Board of Diretors have developed a strategi plan that will arry the Florida tourism industry through 22. Working with ritial Florida stakeholders and industry Partners over a period of eight months, we developed a new set of goals and objetives, vetted and approved by the industry on Sept. 9, 215. PURPOSE Brighten the lives of all. VISION Establish Florida as the No. 1 travel destination in the world. MISSION Strengthen Florida s share of the global travel market. GOAL Maximize the eonomi impat of travel and tourism to Florida. OBJECTIVE $1 billion in tourism-related spend by 22. VALUES Make an impat. Work purposefully and live passionately. Innovate. OVERVIEW 5

38 MARKETING PRINCIPLES NO. 1 TRAVEL DESTINATION IN THE WORLD VISIT FLORIDA s Vision to establish Florida as the No. 1 travel destination in the world is ambitious but ahievable. To sueed, VISIT FLORIDA must build a strategi marketing platform that aligns the olletive interests of the Florida tourism industry and provides integrated marketing opportunities for the industry to leverage. VISIT FLORIDA must prioritize its resoures to fous only on programs that maximize impat and reate and add value for travelers and industry Partners. That means exeuting against a strategi plan with a tatial fous on three things: o-op marketing, brand publishing, and strategi marketing partnerships. CO-OP At its ore, VISIT FLORIDA is a ooperative marketing ompany. Sine 1996, industry Partners have invested more than $1 billion in VISIT FLORIDA o-op marketing programs. VISIT FLORIDA will reate o-op programs that allow Partners to leverage the momentum of VISIT FLORIDA s investment for their own marketing efforts in ways that reate signifiant impat for the state of Florida. CREATE VALUE & ADD VALUE Every VISIT FLORIDA program or initiative must reate value and add value for travelers and for industry Partners. If the industry an produe a program at the same ost and with the same impat, there is no reason for VISIT FLORIDA to invest resoures in the program. VISIT FLORIDA programs must provide the Florida tourism industry a strategi advantage and must inspire onsumers with valuable information or a valuable servie. SOMETHING FOR EVERYONE, BUT NOT EVERYTHING FOR EVERYONE There is a tendeny in membership organizations to stik to the Fairness Dotrine build programs to the lowest ommon denominator and provide the same benefits to all members in all ases. The result is often a marketing struture that tends toward mediority. VISIT FLORIDA represents an industry that is remarkable in its breadth and diversity and a one size fits all approah simply will not work. VISIT FLORIDA has made a strategi deision to prioritize efforts on valuable programs that are good for Florida. We strive to provide programs that work for all Partners, but we reognize that not all programs will be a good fit for every Partner. IF IT S WORTH DOING, IT S WORTH DOING RIGHT While wise finanial stewardship is ritial in all that we do, VISIT FLORIDA will not sarifie quality to save money; nor will we initiate a new program or ontinue with an existing program without dediating the resoures neessary to make the program a suess. VISIT FLORIDA will protet our brand promise and will ommit to do it right or not do it at all. QUALITY VS. QUANTITY Sale matters, but impat matters more. The impat of a promotion on onsumer behavior is more important than the number of people that the promotion reahes. VISIT FLORIDA is ommitted to delivering high-quality innovative programs that give Florida a ompetitive advantage. These programs will be thoroughly vetted, measured and optimized to ensure they maximize the impat of every dollar spent. DIGITAL FIRST Constant tehnologial advanement has left the world of marketing in a state of permanent transformation. In order to ensure that VISIT FLORIDA thrives in the future, it must be a marketing ompany that thinks digital first. We will invest in platforms, partners and people who understand how tehnology will evolve and an provide VISIT FLORIDA a ompetitive advantage as a destination marketer. TRAVELER-CENTRIC The goal of all VISIT FLORIDA efforts is to deliver visitors to the state. Our ability to be suessful requires a omprehensive understanding of Florida s visitors and potential travelers. Prioritizing the traveler helps VISIT FLORIDA deliver greater results for our Partners and ultimately the residents of Florida. DATA-DRIVEN In order for VISIT FLORIDA to ompete in a hyperompetitive landsape, every deision must be data-driven. Priority will be plaed on programs that an be measured and optimized and an provide data that ontinuously improves our ability to attrat potential visitors. OVERVIEW BRAND PUBLISHING VISIT FLORIDA is ommitted to reating, urating and distributing authenti Florida ontent that inspires travel to the Sunshine State. Through a brand publishing struture, VISIT FLORIDA will deliver the most relevant ontent to the right audiene at the optimum time on the platform of their hoie. VISIT FLORIDA is platform- and formatagnosti. STRATEGIC PARTNERSHIPS VISIT FLORIDA has assembled a first-lass team of marketing partners to help enhane and expand the Florida brand. These advertising, publi relations, digital development and publishing partners bring substantial resoures and expertise to exeute strategi marketing plans. Strategi partnerships enable VISIT FLORIDA to implement marketing initiatives with a sale and impat not otherwise possible. MARKETING PLANNING PROCESS As the offiial destination marketing organization harged with promoting Florida as a leisure travel and meetings destination, VISIT FLORIDA plans and implements a variety of sales and marketing initiatives. The marketing planning proess began in Deember 215 when representatives of Florida s tourism industry, inluding members of the VISIT FLORIDA Board of Diretors and ommittees, met at the Florida Tourism Leadership Summit to set industry priorities for VISIT FLORIDA s marketing efforts. Industry leaders addressed near-term needs as well as long-term goals to help VISIT FLORIDA reate and adopt programs that deliver the greatest eonomi impat to the state. The way we market the Sunshine State to the world has transformed in the last several years and so have our platforms. As we embark on the implementation of our 22 Strategi Plan, our ommittee struture will evolve to emphasize industry-wide alignments. VISIT FLORIDA S MARKETING COMMITTEES FOR : Global Media Global Communiations Global Travel, Trade and Air Industry Relations Culture, Heritage, Rural & Nature (CHRN) Promotions Meetings Visitor Servies OVERVIEW 6 7

39 PERFORMANCE SNAPSHOT FIVE YEARS OF RECORD VOLUME 1, DOMESTIC VISITOR VOLUME (In Millions) This hart shows the volume of domesti visitors to Florida over the past 1 years. 9, Histori visitor numbers, one quarter after another sine 211, have helped the Sunshine State emerge from the trough of the reession. During this period, the total volume of visitors inreased an average of 4.6 perent per year. International visitor volume had a slow but steady build sine 21 and leveled off the past two years. Domesti visitor volume has seen aelerated growth sine 21 with an average inrease of 4.4 perent per year. In 215, domesti visitor volume grew 8 perent year over year, ontributing to a reord 15 million visitors. 12, 11, 1, 9, 8, 7, 6, 5, 26 TOTAL VISITOR VOLUME (In Millions) This hart shows the total visitor volume to the state over the past 1 years , 7, 6, 16,, Soure: VISIT FLORIDA INTERNATIONAL VISITOR VOLUME (In Millions) This hart shows the volume of international visitors to Florida over the past 1 years ,, Soure: VISIT FLORIDA 12,, 1,, PRELIMINARY 215 VOLUME 8,, Soure: VISIT FLORIDA 6,, CANADA 3.9M Soure: VISIT FLORIDA DOMESTIC 89.8M OVERSEAS 11.2M QUICK FACTS OVERVIEW The great majority (86 perent) of Florida visitors ome from the domesti market. 215 saw signifiant growth in both air and drive visitors. Domesti air visitors to Florida had the greatest growth at 8.3 perent and auto travelers inreased 7.7 perent. International visitation is up overall sine 212, but as eonomi pressure inreased in key international markets, visitation to Florida dereased in 215. Higher travel pries ombined with a less favorable exhange rate have made it more expensive for Canadians to visit U.S. destinations, but Canada s mature population ontinues to be a positive soure of visitation to the state. Visitation from South Ameria was affeted by higher travel pries and a depreiating urreny in 215. Brazilians paid 48 perent more on average to stay in a U.S. hotel. The United Kingdom and Germany, both important international markets, ontinue to grow as soures of visitors. China visitor numbers grew year over year and by 22 it s expeted that China will be the top overseas inbound market to the U.S. OVERVIEW 8 9

40 OCCUPANCY ADR AND REVPAR FLORIDA OUTPERFORMS THE U.S. AND SOUTH ATLANTIC REGION Top-line hotel numbers onfirm that 215 was another outstanding year for tourism. Oupany, Average Daily Rate (ADR), and Revenue per Available Room (RevPAR) for the U.S., the South Atlanti region and Florida inreased year over year, but Florida was best of the three. In 215, Florida s average monthly oupany was 72 perent, a 3.2 perent inrease from the previous year. The highest average oupany for the state sine 25 was reorded in Marh perent with 1.8 million room nights sold. Average Daily Room rate also set reords in 215, surpassing last year by 6 perent. For the seond year in a row, the state s ADR did not dip below $1 even during the slowest months. Continuous growth in visitation has maintained high demand for lodging and sustained reord-breaking ADR aross the state even as Florida s supply of hotel and motel rooms ontinues to expand. In 215, 38 new hotels opened in Florida, bringing 5,397 additional rooms. HOTEL OCCUPANCY AND ADR This hart ompares Florida s hotel industry against the values from the South Atlanti region and the U.S. in 215. QUICK FACTS In the past five years, Florida s ADR inreased by 21 perent, ompared to 18 perent for the rest of the U.S. Oupany in Florida has risen by 1 perentage points in the past five years almost double the U.S. growth rate. RevPAR in the rest of the U.S. has inreased 29 perent sine 21. In Florida, for the same period, RevPAR grew 39 perent. Florida s revenue per available room inreased $26 in the past five years ompared to the U.S. whih only inreased $18. SEASONALITY OF FLORIDA S EIGHT VACATION REGIONS This map shows the seasonal highs and lows for oupany in eah of Florida s vaation regions. Northwest ADR has inreased an average of $5 a year for the past five years in Florida, about $1 more a year than the U.S. Based on five-year average oupany rates, Florida outperformed the U.S. by 5.5 perentage points. Florida South Atlanti United States 3.2% 72% 2.6% 66.6% 1.7% Oupany Oupany 65.6% Oupany 5.9% $ ADR 5.% $ ADR 4.4% $12.1 ADR HIGH: Summer LOW: Winter North Central HIGH: Spring LOW: Winter Northeast HIGH: Spring LOW: Fall 9.3% $94.64 RevPAR 7.8% $77.94 RevPAR 6.3% $78.67 RevPAR, Room Revenue Growth 4.5% Room Revenue Growth 3.5% Soure: STR, In. Room Revenue Growth 2.9% Central West HIGH: Spring LOW: Fall Central HIGH: Spring LOW: Fall Central East HIGH: Spring LOW: Fall 8.% 7.% 6.% OCCUPANCY RATES This hart shows the five-year trend of Florida oupany rates ompared to U.S. rates. Florida United States $14. $12. $1. AVERAGE DAILY ROOM RATE This hart shows the five-year trend of Florida average daily room rates ompared to U.S. rates. Florida United States $1. $9. $8. $7. REVENUE PER AVAILABLE ROOM This hart shows the five-year trend of Florida revenue per available room ompared to U.S. rates. Florida United States Southwest HIGH: Winter LOW: Fall HIGH: Winter LOW: Fall Southeast 5.% $8. $6. 4.% $ $ OVERVIEW Soure: STR, In. Soure: STR, In. Soure: STR, In. Soure: STR, In. OVERVIEW 1 11

41 MARKET SHARE LARGEST SHARE OF LEISURE VISITORS OF ALL U.S. STATES ECONOMIC IMPACT RECORD $89.1 BILLION, MORE JOBS The Sunshine State ontinues to remain the lear leader among Amerian leisure destinations. For the past five years, Florida s share of U.S. vaationers is hovering around 16 perent after a slight year-over-year inrease in 215. The ompetition has heated up. For the past six years, domesti advertising spending in all other state tourism offies inreased by 15.9 perent. FLORIDA S MARKET SHARE This hart traks Florida s share of the domesti vaation travel market. While growing Florida s share will ontinue to be a hallenge, the prognosis is good. Interest in traveling to Florida within the next two years surpasses top ompetitive destinations and is strongest among Boomers and Geners both ritial visitor segments to the state. Total travel spending enjoyed its biggest year-over-year inrease sine 25. The spike in taxable sales from $82 billion to $89.1 billion was 8.7 perent better than the previous year and signifiantly better than the five-year average growth rate of 6.1 perent. The state reeived $5.3 billion in sales tax olletions, almost a 9 perent inrease from 214. Nearly a quarter (23 perent) of all state sales tax is generated from travel spending. Aording to an analysis onduted by the Offie of Eonomi and Demographi Researh (EDR), VISIT FLORIDA s marketing spend delivers a positive ROI of 3.2. For every dollar of state advertising expenditures, VISIT FLORIDA returns $3.2 to state tax reeipts. Sine 211, 177,9 travel-related jobs have been added in Florida, or roughly 44, jobs eah year. However, the impat reahes beyond the hospitality industry. Aording to a report from the Florida Chamber Foundation, for almost every job reated within the tourism and hospitality industry, another job is reated in setors suh as retail, manufaturing, onstrution, and transportation. 18.% 16.% 14.% 12.% $67.2B TOURISM/TRAVEL SPENDING IN FLORIDA (In Billions) This hart shows five-year trends of tourism/rereation taxable sales. $71.8B $76.1B $82.B $89.1B 1.% % Soure: D.K. Shifflet & Assoiates +6.8% +6.% +7.8% MOST DESIRED DESTINATIONS BY GENERATION This hart shows the generational breakout in destination interest in the next two years. Millennials Gen Boomers Mature Note: A total of twelve ategories represented by kind odes omprise Tourism/Rereation Taxable Sales. These ategories are extrated from the data ontaining all taxable sales for Florida and are onsidered to be the portion of taxable sales that are most influened by tourism. Taxable sales figures shown for eah ategory inludes spending by Florida residents and visitors to the state. Soure: Florida Department of Revenue % 4% 35% 3% 25% TOURISM-RELATED EMPLOYMENT IN FLORIDA (Averages) This hart shows five-year trends of diret travel-related employment in five atagories. 1,145,8 1,194,5 2% 1,97, 15% 1,16,6 1,57,7 +4.4% +4.3% 1% +3.7% 5% +4.% OVERVIEW % California Florida Hawaii New York Colorado Nevada Arizona Soure: 215 Portrait of Amerian Travelers, MMGY Global Soure: Florida Department of Eonomi Opportunity OVERVIEW 12 13

42 ETERNAL FACTORS IMPACTING TOURISM STABLE CONSUMER CONFIDENCE, RISING TRAVEL INTENTIONS Many fators affet domesti and international travel deisions. VISIT FLORIDA monitors maroeonomi trends, shifts in international urreny, oil pries, hanges ourring within the airline industry, onsumer onfidene, and travel sentiment among others. Consumer Confidene Consumer onfidene began the long limb from 25.3 in February 29 to 96.5 in Deember 215 but has yet to return to pre-reession levels. 215 was the strongest year to date in U.S. Consumer Confidene as the index jumped above 1 during four of 12 months. While there are onerns about export performane, an errati stok market and weak business investments, there are strong signs suggesting that the U.S. eonomy is in reasonably good shape - solid onsumer onfidene, a reovering housing market, and gains in payroll employment. Travel Sentiment Growth in the travel setor of the U.S. eonomy remains positive due to a strong domesti leisure travel market. Domesti business travel has been delining. Looking ahead, travel to and within the U.S. is expeted to grow at a tempered pae, with travelers reporting that TRAVEL INTENTIONS Respondents were asked: In the next 12 months, do you expet to travel more or less for leisure than you did in the most reent 12-month period? % 56.9% Less 6.2% Same More 59.% 56.7% Up from 31.1% last January 57.6% they intend to spend more and take more trips than the previous year. Over 3 perent of Millennials intend to vaation more during the next 12 months, ompared to 2 perent of older generations. TRAVEL SPENDING CONSUMER CONFIDENCE/UNEMPLOYMENT This line hart traks onsumer onfidene as measured by the Consumer Confidene Index, a sore based on a monthly survey onduted by Nielsen for the Conferene Board. The bar graph shows national unemployment rates as reported by the U.S. Bureau of Labor Statistis. Unemployment Consumer Confidene % 3.2% JUL % 32.3% 1.6% 29.2% 9.9% 31.1% 9.% 34.3% 8.2% 34.2% JAN 14 JUL 14 JAN 15 JUL 15 JAN % Amerians planning to inrease leisure travel spending in the next 12 months Soures: Destination Analysts, In., MMGY Global Vaation Patterns Aording to a TravelsAmeria survey, 4.5 perent of full-time workers have no vaation benefits and 16 perent have 1 or fewer days off in a year. Only one of five workers has four weeks or more of vaation time. While this trend affets available vaation days and spending potential, Florida has held onto a longer vaation experiene than other destinations. % Unemployment Consumer Confidene UNUSED VACATION DAYS 3.2 VACATION ETREMES HOW DO AMERICANS SPEND THEIR VACATION DAYS? 6% say they take several short vaations and long weekends OVERVIEW 2 1 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Jul-14 Soures: The Conferene Board, U.S. Bureau of Labor Statistis Sep-14 Nov-14 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 2 More than 4 in 1 Amerians leave an average of 3.2 days of paid time off unused eah year. Soure: U.S. Travel Assoiation 42% of Amerians in 214 didn t take a single vaation day Soure: Skift 15% of Amerians in 214 took more than 2 vaation days VS 23% say they take one long holiday Soure: Expedia OVERVIEW 14 15

43 STRATEGY 1 DRIVE DEMAND CONTRIBUTING INSIGHTS Inreasing ompetition. With travel spending aounting for 29 perent of the global eonomy, ompetition for Florida s visitors is fiere. Millennials. In 215, Millennials surpassed Boomers as the largest generational ohort and the Millennial travel segment is only going to grow as this group matures into its higher earning and family years. Maintaining Florida s visitor volume requires inreasing our relevany to this growing segment. First-time visitors. Although the aquisition ost of marketing to first-time visitors is usually higher than inspiring previous visitors to return, Florida s high repeat visitation rate makes investment in driving demand among new travelers a worthwhile expense. Mobile. Consumer adoption of mobile has reated a new ustomer journey for travel. People move seamlessly between devies to plan and book trips, making travel inspiration and onversion opportunities partiularly important on mobile. As mobile media onsumption expands, VISIT FLORIDA will need to shift its marketing resoures to reah travelers at the right moment of influene. Expansion Markets. As air servie to Florida ontinues to grow providing potential visitors onvenient aess to Florida s vaation assets, there will be an opportunity to grow new feeder markets. This is an important future diretion, espeially as Florida approahes saturation in some of its traditional Super DMAs. As Florida gains new air servie, we will have to drive demand to sustain it. 22 STRATEGY KEEP FLORIDA TOP OF MIND AMONG TARGET AUDIENCES OVERVIEW 16 IN THIS SECTION 17 DOMESTIC MARKET 18 GEOGRAPHIC 2 TRANSPORTATION MODE 22 DEMOGRAPHICS 27 TRIP PURPOSE DOMESTIC MARKET THE MAJORITY OF FLORIDA S VISITORS LIVE IN THE U.S. Where do Florida s potential vaationers originate? How are they getting here? What are their favorite Florida ativities and destinations? Combine this attention to data with valuable input from engaged tourism industry leadership and the result is 215: 15 million total visitors, and 89.8 million of those from the United States. Notes: VISIT FLORIDA s approah to the international audiene an be found in Strategy 2. There are some data soures in this doument where the most reent data available is from 214. DRIVE DEMAND 17

44 GEOGRAPHIC MANY ROADS LEAD TO FLORIDA Though Florida attrats visitors from all 5 states, more than half (55.5 perent) of those visitors ome from 1 states, and all but one east of the Mississippi. The top feeder states are New York, Georgia, Texas, New Jersey, CA 3.3% OR Soure: D.K. Shifflet & Assoiates WA NV FLORIDA S SUPER SEVEN MARKETS Seven metropolitan areas Atlanta, Boston, Chiago, Dallas, New York City, Philadelphia and Washington, D.C. are the greatest ontributors to Florida s visitor numbers. These Super Seven DMAs (Designated Market Areas) aount for more than a third of Florida s domesti and Illinois. That said, for the past three years, Florida has seen an upward trend of visitors from west of the Mississippi, with that share inreasing from 19.6 perent in 212 to 22.3 perent in 214. FLORIDA S VISITORS FROM TOP 15 STATES ID AZ UT MT More Than 1% WY NM CO ND SD NE T 6.3% Less Than 1% Less Than 5% TOP SEVEN DMAS BY VOLUME volume. Even though Florida had reord visitor volume in 214 (the period whih this data overs), three of Florida s top origin markets Atlanta, Boston and Chiago showed a deline in visitation. This hart shows the share of Florida s domesti visitors that ome from eah Super Seven market. Rank DMAs 214 % of Florida's Domesti Visitors PP* hange '13/'14 Volume 1. New York, NY 12.% +.3 pp 2. Atlanta, GA 7.% -1.1 pp 3. Chiago, IL 3.9% -.4 pp 4. Boston, MA 3.5% -.6 pp KS OK MN IA MO AR LA WI IL 4.9% MS MI 3.% IN 3.1% TN 3.2% AL 3.8% KY OH 3.8% GA 8.2% WV PA 4.3% SC FL VA 3.9% NC 4.7% NY 1.3% VT NH NJ 5.3% DE MD 2.8% ME CT MA RI MARKET SNAPSHOTS New York In 214, New York was the No. 1 origin state for Florida visitors, surpassing Georgia for the first time sine 26. New York City is the No. 1 origin market for Florida visitors. Nearly one in five air visitors to the state ome from New York City. The majority of visitors from New York City are in the Maturing and Free lifestage and nearly half stay 4-7 nights. Georgia Georgia and New York historially trade positions as Florida s top origin market. Georgia held the top position from 27 to 213, but in 214 it dropped to seond. Georgia is the No. 1 origin state for drive visitors. Atlanta is the seond-most popular origin DMA to Florida and the No. 1 drive market providing 1 perent of Florida s drive visitors. Visitors from Atlanta have the shortest average length of stay ompared to the other top DMAs. Illinois Chiago is Florida s 3rd-most popular origin market. The majority of Florida s visitors from Chiago ome in spring and summer. Visitors from Chiago are split between fly and drive travelers. Massahusetts Boston is Florida s 4th-most popular origin market. The majority of Florida s visitors from Boston ome to Florida in the winter and spring. Boston visitors typially fly to Florida and the majority fall into the Affluent Mature lifestage. 58 perent are part of the Baby Boomer generation. Washington, D.C. Visitors to Florida from Washington, D.C., have the seond-highest average household inome ($12,1). Nearly a quarter of Florida s visitors from Washington, D.C. are Millennials the greatest share ompared to the other top six markets. Visitors from Washington, D.C., have the longest average stay (5 nights), tied with Chiago. Pennsylvania Philadelphia is a strong ouples market and they tend to visit in the spring. Four of 1 visitors to Florida from Philadelphia are Baby Boomers. Over half (55 perent) of Florida s visitors from Philadelphia fly here. The top ativities for Florida s visitors from Philadelphia are going to the beah (46 perent), visiting friends/ relatives (43 perent), and shopping (41 perent). Texas For a seond year, Texas has held its position as the third top origin state. Visitation from Texas has inreased in reent years possibly fueled by the signifiant population growth in that state. Dallas is the 7th-most popular origin DMA to Florida; Houston No. 15. Visitors from Dallas are most likely to be Gen-ers and nearly half of them have hildren in the household. Two-thirds of visitors from Dallas drive. DRIVE DEMAND 5. Washington, D.C. 3.%. pp 6. Philadelphia, PA 2.8% +.2 pp 7. Dallas, T 2.2% +.3 pp *perentage point Soure: D.K. Shifflet & Assoiates Visitors to Florida from Boston have the highest average household inome ompared to the other top six DMAs of origin. DRIVE DEMAND 18 19

45 TRANSPORTATION MODE FLY AND DRIVE In 215, the number of air visitors rose to 39.4 million up 3 million from the previous year. An additional 3.6 million drive visitors inreased their numbers to 5.4 million. Historially, Quarter 1 has been the dominant season for air visitation, but in 215 air travel during Quarter 4 grew by four perentage points. The result is a relatively even distribution of air visitors aross the quarters. 25,, 2,, 15,, FLY/DRIVE VISITORS TO FLORIDA This hart shows the perentage of air and non-air visitors to the state by quarter. For example, in Quarter 1, 215, 47.5 perent of Florida s visitors ame to the state by air. 23.7M 52.5% Drive Fly 22.1M 22.4M 56.% 62.3% 21.6M 54.% DESTINATIONS Florida is unique among U.S. destinations in that almost half of our domesti visitors (44 perent) ome to Florida by air. Four of Florida s 21 airports (Miami International, Orlando International, Fort Lauderdale-Hollywood International and Tampa International) aount for 8 perent of the state s enplanements. Top Florida destination regions for air visitors were Central, Southeast, and Central West. Miami International Airport (MIA) Orlando International airport (MCO) DESTINATION REGIONS (AIR) TPA MCO 1,, 5,, 47.5% 44.% 37.7% 46.% Fort Lauderdale/Hollywood International Airport (FLL) Tampa International Airport (TPA) - QTR 1 Jan-Mar QTR 2 Apr-Jun QTR 3 Jul-Sep QTR 4 Ot-De Other Florida Airports FLL MIA Soure: VISIT FLORIDA ORIGIN AIR STATES ORIGIN DRIVE STATES The greatest perentage of our air visitors is from the Northeast, with Texas and California as outlying ontributors. More than one-third of Florida s air visitors ome from New York, New Jersey, Massahusetts, Pennsylvania, and Connetiut. Florida s third-largest air origin state is Texas; California is fourth. Florida s share of air visitors from top origin markets remains relatively steady (up ±.1 pp) from year to year. In 214, air visitors from New York and California inreased by 1.5 pp and 1.4 pp respetively, while visitors from Massahusetts delined 1.6 pp. In 215, drive visitors aounted for 56 perent of Florida s domesti visitor volume up 3.6 million people. Quarter 3 remained Florida s largest quarter for domesti drive visitors. Florida s strongest origin drive markets are predominantly in the South. Georgia, New York and North Carolina are the top three origin drive states. North Carolina moved from the fifth position in 212 to the top three in 214. Similarly, there was signifiant growth in drive visitors from Texas and Louisiana. Two Florida regions (Northwest and Central) reeived almost 5 perent of Florida s drive visitors. More than 25 perent of Florida s drive visitors are retired. The number of drive visitors over age 65 inreased by six perentage points ompared to 213. TOP 12 FLY MARKETS Where do Florida s fly visitors ome from? Start with New York, whih provides more than 15 perent of Florida s visitors who arrive by air. TOP 12 DRIVE MARKETS Where do Florida s drive visitors ome from? Start with Georgia, whih provides more than 12 perent of Florida s visitors who arrive by ar. WA WA MT ND ME MT ND ME DRIVE DEMAND CA 6.8% OR More Than 1% Less Than 1% Less Than 5% NV ID AZ Soure: D.K. Shifflet & Assoiates UT WY CO NM SD NE T 6.9% KS OK MN IA MO AR LA WI 2.7% IL 5.7% MS MI 3.7% IN TN AL KY OH 3.3% GA WV PA 5.7% SC FL VA 3.8% NC NY 15.2% VT NH CT 3.9% NJ 8.4% DE MD MA 4.9% RI OR ID NV UT CA AZ More Than 1% Less Than 1% Less Than 5% Soure: D.K. Shifflet & Assoiates WY CO NM SD NE T 5.8% KS OK MN IA MO AR LA 4.% WI IL 4.5% MS MI IN 4.% TN 4.8% AL 6.% KY OH 4.2% GA 12.3% WV SC 4.4% FL PA VA 4.1% NC 6.1% NY 6.8% VT NH DE MD NJ CT MA RI DRIVE DEMAND 2 21

46 DEMOGRAPHICS LIFESTAGE SEGMENTS Florida s 89.8 million domesti visitors represent a diverse portfolio of generational ohorts, inome levels, family omposition, and ethniities. Florida traks visitor volume, spending, and other patterns by lifestage segmentation. Lifestage ategories ombine three variables (age, household inome, and the presene of hildren in the household) to reate seven segments that are most likely to differentiate visitors. Comparing people who visit Florida to other U.S. travelers, Florida attrats more visitors who fall within the affluent and maturing life stages. COMPARISON OF U.S. AND FLORIDA TRAVELERS This hart shows the share of U.S. travelers by lifestage ompared to the share of Florida s visitors by lifestage. For example, 16.1 perent of U.S. travelers are in the Young & Free lifestage ompared to 11.8 perent of Florida visitors. LIFESTAGE SEGMENT COMPOSITION This hart shows the share of domesti visitors to Florida by lifestage. 12 perent of Florida s domesti visitors are in the Young & Free lifestage, whih means they are ages with no hildren in the household. 2% U.S. 17.6% 18.1% Florida 18.4% 18.9% 2.4% Affluent Mature 13% Young & Free 12% Lifestage Defintions 15% 16.1% 13.5% 14.4% 12.9% Moderate Mature 2% Affluent Family 18% Young Family 11% Young & Free (18-34; any inome; no kids) Young Family (18-34; any inome; kids in HH) Affluent Family (35-54; $75K+; kids in HH) Moderate Family (35-54; <$75K; kids in HH) Maturing & Free (35-54; any inome; no kids) 1% 5% 11.8% 11.2% 7.9% 7.2% 11.5% Maturing & Free 18% Moderate Family 7% Moderate Mature (55 or older; <$1K; no kids) Affluent Mature (55 or older; $1K+; no kids) % Young & Free Young Family Maturing & Free Moderate Family Soure: D.K. Shifflett & Assoiates Affluent Family Moderate Mature Affluent Mature Soure: D.K. Shifflet & Assoiates QUICK FACTS DRIVE DEMAND 22 When omparing the lifestages, the largest perentage of domesti visitors to Florida during 214 was Moderate Mature (2 perent) followed by Maturing & Free (18 perent) and Affluent Family (18 perent) lifestages. During 214, Florida visitors in the Moderate Mature segment inreased 4 perentage points, largely due to a signifiant inrease in drive visitation from this lifestage. The share of Florida s visitors belonging to Young & Free and the Young Family lifestages delined in 214 ompared to the previous year. Florida ontinues to experiene growth in the Maturing & Free and Moderate Mature lifestages who have no hildren in the household. The largest perentage of Florida s domesti air visitors during 214 are the Affluent Family lifestage (23 perent) followed by the Maturing & Free lifestage (2 perent). Florida aptures a greater share of U.S. travelers from four Lifestages: Maturing & Free; Affluent Family; Moderate Mature and Affluent Mature. DRIVE DEMAND 23

47 AVERAGE VISITOR AGE IS RISING GENERATIONAL COMPOSITION Florida attrats visitors from aross the age spetrum, reating a mix of interests and budgets to fuel Sunshine State tourism. The largest portion of domesti visitors is years old (42 perent). The average age of a Florida visitor is 48.2 years up 1.4 years. The biggest growth has been with visitors 55 and older, whose share FLORIDA S HOLD ON FAMILIES Florida is reognized globally as a family vaation destination and 36 perent of Florida s domesti visitors have hildren in the household. Three lifestages inlude hildren at home: Young Family, Moderate Family and Affluent Family. Family travel parties to Florida fell slightly in 214 ompared to 213, mirroring a national trend. Aording to a U.S. Travel Assoiation Report on hanging demographis, trips that inluded hildren fell between 28 and 214, partiularly with Millennial and Boomer travelers. In spite of this, Florida ontinues to reeive more family travelers than the U.S. on average. For parents, with hildren living with them, 85 perent vaationed at least one in the last year with their hildren and 18 perent expet to take more than one family rose by 3 perentage points in 214. They have the time and money to spend and they are a growing portion of the U.S. population. Florida underperforms with the age group, whih represents 28 perent of U.S. overnight travel but only 22 perent of Florida travelers. vaation in the oming year. Parents often selet loations based on available kid-friendly ativities and one-third of traveling parents admit they are at the mery of their hildren when making vaation deisions. FAMILY TRAVEL IN THE NET 12 MONTH Among travelers with hildren 18 and under urrently in the household, this hart shows parental future travel intentions for the oming year. Travel more Travel the same amount Take less trips 13% 18% Soure: MMGY Global 69% Continuing a 1-year trend, Boomers and Gen represent nearly 7 perent of Florida s visitors. The Millennials are now the largest generation in the United States at 26 perent of the population and growing. Aording to the Portrait of the Amerian Traveler, 24 perent of Millennials are planning to take more trips in the oming year. What an opportunity for Florida. Given the overall inreased visitor volume, Florida gained visitors from eah generation. Yet, omparing the share of U.S. travelers by generation to Florida travelers, Florida reeived a greater portion of Gen and Silent / G.I. travelers, an equal amount of Boomers, and a smaller portion of Millennials. Florida s visitors span the generations. While Boomers (born ) and Generation (born ) traditionally have had the largest share of Florida visitors, Millennial visitation is expeted to rise, espeially as Millennials beome more independent and start their own families. DOMESTIC VISITOR VOLUME BY GENERATION 4,, 35,, 3,, 25,, 2,, 15,, 1,, This hart traks Florida s visitors by generational ohort over the past five years. 5,, Silent/GI (born 1945 or earlier) GENERATION OF U.S. LEISURE TRAVELERS VS FLORIDA LEISURE TRAVELERS This hart shows the breakout by generation of U.S. travelers ompared to Florida travelers. 1% 9% 8% 7% 6% 21 Silent/GI (born 1945 or earlier) Boomers (born ) Gen (born ) Soure: D.K Shifflet & Assoiates Boomers (born ) 9% 36% 211 Gen (born ) Millennial (born 1981 or after) % 36% Millennial (born 1981 or after) DOMESTIC VISITORS BY AGE AND FAMILY COMPOSITION This hart shows that in 214, Non-Family Lifestages (those with no hildren in the household) made up 64 perent of Florida s domesti visitors. This hart also shows that in 214, the Mature Lifestages (55 and older) aounted for more than a third of Florida s domesti visitors. 5% 4% 3% 29% 33% By Age By Family Composition 2% 1% 26% 2% Non-Family 64% Family 36% - U.S. Soure: D.K Shifflet & Assoiates Florida 55+ years old 36% years old 22% VISITOR VOLUME BY GENERATIONAL COHORT This hart shows the breakout of eah lifestage by generation. For example, the Young & Free bar shows that 94 perent of those in that lifestage belong to the Millennial generation (born 1981 or after). Silent/GI (born 1945 or earlier) Boomers (born ) Gen (born ) Millennial (born 1981 or after) 2% DRIVE DEMAND years old 42% Soure: D.K Shifflet & Assoiates 15% 1% 5% - 6% 94% Young & Free 12% Young Family 38% 88% 62% Maturing & Free 1% 9% Moderate Family Soure: D.K Shifflet & Assoiates 17% 35% 83% 65% Affluent Family Moderate Mature 2% 8% Affluent Mature DRIVE DEMAND 25

48 QUICK FACTS Millennials Millennials are more likely to prioritize travel than other generations. 88 perent said travel is the No. 1 dream on their life s buket list, ranking higher than family or wealth. In 214, Millennials took an average of 3.4 trips and plan to take more trips in 215. Millennials often add a leisure experiene to a business trip. Almost a third of Millennial travelers ombine business and pleasure ompared to 19 perent of other travelers over age 35. Millennials have the shortest average length of stay in Florida but represent the largest perentage of getaway weekend visitors. Aording to the U.S. Census Bureau, more than 83 million Amerians were born between the years of 1981 and 2. Baby Boomers are next at 75 million. Millennials are Ameria s most raially and ethnially diverse generation ever. More than four in 1 are non-white, many the U.S.-born hildren of Hispani and Asian immigrants. Compared to older generations, Millennial travelers are more likely to take last-minute vaations. 5 perent of Millennial travelers took at least one last-minute vaation in 214 up 2 perent from the year prior. Gen-ers Gen-ers are in the family stage of their lives. They have the highest perentage of family travel parties to Florida (46 perent). Children have an inreasing amount of influene on travel planning. 5 perent of parents selet vaation destinations primarily based on the ativities available to their hildren. Nearly a quarter of working parents admitted that it had been more than a year sine their most reent family vaation. Gen travelers have the largest perentages of visitors traveling to the state during the summer (37 perent) and those traveling for a general vaation (5 perent). Baby Boomers By 217, half of all adults in the U.S. will be older than 5 and ontrol 7 perent of the ountry s disposable inome. Between 212 and 232, onsumer spending by Amerians over 5 is foreast to inrease by 58 perent, to $4.6 trillion, while spending by those aged 25 to 5 years of age is foreast to grow only 13 perent. Six of 1 Baby Boomer travelers to Florida drive, yet more Baby Boomers fly than other generations. Baby Boomers have the longest average Florida stay ompared to all other generations. TRIP PURPOSE FLORIDA S VISITORS ARE LEISURE TRAVELERS 9 perent of Florida s domesti visitors ome for leisure. Within that group, the top two reasons people travel to Florida are: a vaation (4 perent); or to visit friends/ Other Leisure/Personal, 6% Other Leisure/Personal 6% Speial Event, 8% Speial Event 8% Getaway Getaway Weekend, Weekend 11% 11% Business, 1% 1% TRIP PURPOSE relatives who live in the Sunshine State (25 perent). Business travelers ontribute 1 perent of the visitor mix. Visitors who ame to Florida for the purpose of a vaation made up 4 perent of Florida s domesti visitors. General Vaa*on, Vaation 4% 4% 1, Baby Boomers a day will turn 65 between now and the year perent of U.S. Baby Boomers use YouTube. Visit Friends/Relatives 25% Visit Friends/Rela*ves, 25% Soures: U.S. Census, Skift, Phouswright, Amerian Express, MMGY Global, Nielsen, VISIT FLORIDA. Soure: D.K Shifflet & Assoiates DRIVE DEMAND 26 DRIVE DEMAND 27

49 STRATEGY 2 INCREASE YIELD CONTRIBUTING INSIGHTS Volume hallenge. First, volume is not a guarantee of spend. Seond, as visitor volume grows, there is a orresponding toll on loal and state infrastruture; and in areas with extremely high oupany there is not muh room for growth. Fousing exlusively on volume puts limitations on Florida s opportunity for growth. Volume/spend balane. A balane between volume and spend is essential. Florida must protet its visitor volume to ensure that a spend baseline is reahed, while fousing on growing inremental spend with the visitors who ome to Florida. High ROI omes from visitors who have the ability to spend more on the ground. 22 STRATEGY STIMULATE BALANCED INCREMENTAL GROWTH THAT DELIVERS THE GREATEST ECONOMIC IMPACT TO FLORIDA THROUGH PROGRAMS THAT FOCUS ON: Length of stay. Length of stay has a ritial impat on visitor spend. Inreasing visitor length of stay by one night for 1 perent of visitors would generate an additional $1.5 billion in eonomi impat. Seasonality. While some destinations operate at 7 perent oupany and higher, others struggle in the off season. Simply leveling out visitation during the slower seasons would have a positive eonomi impat in these areas, bringing year-round employment to loal residents. Lifetime value. Florida visitors return several times throughout their lifetime. Beause of this, it is important for Florida to fous on building relationships with visitors at every stage of their lives. Proteting and growing visitor volume Inreasing visitor spending Extending length of stay Inreasing visit frequeny and visitor retention Reduing the gap between seasonal highs and lows Inreasing travel to emerging Florida destinations INCREASE YIELD 28 IN THIS SECTION 3 INTERNATIONAL MARKET 31 INTERNATIONAL VISITOR VOLUME 31 INTERNATIONAL VISITOR SPEND 32 FOUNDATION FIVE MARKETS 34 EMERGING MARKETS 35 THE IMPACT OF CURRENCY FLUCTUATION 36 DOMESTIC TRIP VALUE 38 HOUSEHOLD INCOME 39 SEASONALITY 41 REPEAT VISITORS AND VISITOR RETENTION Rural Areas of Opportunity. Florida is a big state with a diversity of experienes. Enouraging visitors to explore beyond the gateways provides benefits to the entire state espeially areas that need it most. INCREASE YIELD 29

50 INTERNATIONAL MARKET VISITORS WHO STAY LONGER SPEND MORE INTERNATIONAL VISITOR VOLUME FIVE-YEAR GROWTH: UP 36 PERCENT International visitors are ritial to Florida tourism spending. On average, they stay longer and spend 1.5 times more per trip than domesti visitors, making them an essential omponent in delivering yield. The annual impat of international visitor spend on the Florida eonomy is nearly $16 billion. 12.6M INTERNATIONAL VOLUME This hart shows five-year trends of international visitation. 13.9M 15.4M 15.3M 15.1M* Canada, Brazil, the United Kingdom, Germany, and Mexio have an established trak reord visiting Florida. The Florida produt has been visible to onsumers through advertising, representation, and promotion by in-ountry airlines and tour operators. Florida typially has exellent industry partnerships in-ountry, further inreasing Florida awareness, engagement, and onversion with these onsumers. Driven by this, international visitor volume from the Foundation Five in the past five years is up 36 perent. Florida also has three international markets that offer signifiant potential as future origin markets and will require longer-term development. Consumers in India, China and Australia are less aware of Florida, but researh suggests they are strong growth opportunities for the state. INTERNATIONAL VOLUME FROM TOP MARKETS* Sine 21, international visitation has inreased by 36 perent to 15.1 million visitors. And while these travelers represent 19 ountries, more than half of these visitors ome from five global markets: Canada, United Kingdom, Brazil, Germany, and Mexio. These markets are Florida s Foundation Five. 211 $13.6B INTERNATIONAL SPEND This hart shows five-year trends of international spend. $14.8B $17.8B $17.6B 215 $15.8B* FOUNDATION FIVE MARKETS 215 VOLUME 214/ 15 % CHANGE These harts show visitor volume from Florida s top global markets. % of FOUNDATION FIVE MARKETS % of TOTAL INTERNATIONAL 7,954, -2.7% 1.% 52.6% CANADA 3,874, -3.5% 48.7% 25.6% UNITED KINGDOM 1,718, 4.6% 21.6% 11.4% BRAZIL 1,475, -1.1% 18.5% 9.8% EMERGING MARKETS 215 VOLUME 214/ 15 % CHANGE % of ICA MARKETS % of TOTAL INTERNATIONAL 66, 1.9% 1.% 4.4% AUSTRALIA 319, -.3% 48.4% 2.1% CHINA 275, 1.6% 41.8% 1.8% INDIA 65, 16.2% 9.9%.4% GERMANY 452,.9% 5.7% 3.% MEICO 435, 1.1% 5.5% 2.9% *estimate is preliminary and subjet to hange Soure: overseas estimates are extrapolated from aggregate ard usage data provided by VisaVue Travel and inorporate data from other independent researh soures Canadian estimates provided by Statistis Canada. 215 Canadian estimate based on preliminary data obtained from Statistis Canada and preliminary VISIT FLORIDA estimate derived using historial data from Statistis Canada and inorporate other researh soures *estimate is preliminary and subjet to hange Soure: overseas estimates are extrapolated from aggregate ard usage data provided by VisaVue Travel and inorporate data from other independent researh soures Canadian estimates provided by Statistis Canada. 215 Canadian estimate based on preliminary data obtained from Statistis Canada and preliminary VISIT FLORIDA estimate derived using historial data from Statistis Canada and inorporate other researh soures. INTERNATIONAL VISITOR SPEND FIVE-YEAR GROWTH: UP 37 PERCENT INCREASE YIELD 3 QUICK FACTS Canada remained Florida s strongest soure of international visitors with 4 perent of Florida s total visitor volume. The aging of Canada s population will ontinue to be a positive influene on outbound leisure travel. In fat, Canadians 55+ are about 4 perent more likely to travel outside of Canada for leisure purposes than their younger ounterparts. The most reent data available on Florida s Canadian visitors indiates that visitation by Canadian Matures (ages 55+) grew, while visitation dereased among those traveling with hildren, and those under age 55 traveling without hildren. U.K. visitation to Florida in 215 surpassed its 21 reord by an estimated 4 perent. In 215, German and Mexian visitation to Florida exeeded the previous year s reord. Even though India, China and Australia represent only 4 perent of Florida s urrent international visitor mix, they are signifiant players, foreast to have inreases in outbound travel to the U.S. through 22 with ombined average annual growth of 1 perent. China is foreast to experiene the most notable growth in outbound travel to the U.S., with visitation expeted to reah more than 5 million in 22, whih is nearly double the estimated visitation to the U.S. for 215. Indian visitation to the U.S. is foreast to inrease by an average of 5 perent through 22, when it is expeted to reah 1.4 million. The eonomi realities of 215 are ertainly worth wathing. Spending by old reliables dropped signifiantly year over year. And yet, despite this reent swing, the fiveyear trend line in international spending has shown 37 perent growth. FOUNDATION FIVE MARKETS 215 SPENDING 214/ 15 % CHANGE % of FOUNDATION FIVE MARKETS % of TOTAL INTERNATIONAL The Foundation Five plus the emerging markets of Australia, India and China urrently aount for 54 perent of international spending here. 215 INTERNATIONAL SPEND FROM TOP MARKETS* These harts show visitor spend from Florida s top global markets. $8,69,, -16.5% 1.% 5.9% CANADA $4,121,, -19.1% 51.1% 26.% BRAZIL $1,748,, -24.8% 21.7% 11.% UNITED KINGDOM $1,544,,.6% 19.1% 9.7% MEICO $371,, -6.2% 4.6% 2.3% GERMANY $283,, -9.6% 3.5% 1.8% EMERGING MARKETS 215 SPENDING 214/ 15 % CHANGE % of ICA MARKETS % of TOTAL INTERNATIONAL $535,, 1.3% 1.% 3.4% AUSTRALIA $177,, -16.6% 33.2% 1.1% CHINA $263,, 1.3% 49.2% 1.7% INDIA $95,, 22.3% 17.7%.6% *estimate is preliminary and subjet to hange Soure: overseas estimates are extrapolated from aggregate ard usage data provided by VisaVue Travel and inorporate data from other independent researh soures Canadian estimates provided by Statistis Canada. 215 Canadian estimate based on preliminary data obtained from Statistis Canada and preliminary VISIT FLORIDA estimate derived using historial data from Statistis Canada and inorporate other researh soures. INCREASE YIELD 31

51 FOUNDATION FIVE MARKETS STRONG VISITATION CONTINUES DESPITE ECONOMIC CHALLENGES Faed with an exhange rate that has made travel more expensive, Canadians are still oming to Florida but spending less. Among overseas origin markets, South Ameria and Europe have been the greatest ontributors to visitation MARKET SNAPSHOTS during the past five years. In some of Florida s best South Amerian origin markets Brazil, Argentina and Colombia eonomi and politial irumstanes have ontributed to an overall deline in international visitor spending. 3 BRAZIL The average trip value for a Brazilian travel party visiting Florida is $4,35. Florida s Brazilian visitors stay an average of 11.5 nights, an inrease from 1.1 nights the previous year. The top information soures used by Florida s Brazilian travelers for planning their trip are airlines (57 perent), personal reommendations (46 perent), OTAs (34 perent), and national/state/ity travel offies (31 perent). 1.4M $2.1B 211 Volume 1.7M $2.2B 212 Spend 1.8M 1.6M 1.5M* $2.7B $2.3B $1.7B* CANADA Matures (ages 55+) represent 44 perent of Canadian visitors to the state. Matures aount for 62 perent of Canadian spending here M 3.6M Volume Spend 4.2M 4.M 3.9M* 4 GERMANY The average trip value for a German travel party visiting Florida is $2,412. When planning their trip, the top information soures used by Florida s German visitors are airlines (47 perent), OTAs (4 perent), and a travel ageny offie (29 perent). German travelers stay in Florida an average of 13.2 nights and travel widely throughout the state. Top Florida destination regions are the Southeast (71 perent), Central West-Southwest (37 perent) and Central- Central East (33 perent). 323, $244M 211 Volume 376, $257M 212 Spend 423, 448, 452,* $314M $283M $283M* The average trip value of a Canadian travel party visiting Florida is $2,728, while the average trip value among Canadian Families is $2,95 and Canadian Matures is $3,149. $4.B 211 $4.4B 212 $5.5B $5.1B $4.1B* MEICO The average trip value for a Mexian travel party visiting Florida by air is $1, , Volume 388, Spend 413, 43, 435,* 2 Volume Spend UNITED KINGDOM The average trip value for a U.K. travel party visiting Florida is $2,585. Florida s British visitors stay an average of 13.3 nights, an inrease from 13.1 nights from the previous year. 1.6M 1.5M 1.5M 1.6M 1.7M* Florida s Mexian air visitors stay an average of seven nights in the state. Top information soures used by Florida s Mexian air travelers when planning their trip inlude airlines (53 perent), OTAs (35 perent), and national/state/ity travel offies (22 perent). $356M $38M $395M $395M $371M* INCREASE YIELD 32 The top information soures used by Florida s British visitors for planning their trip are airlines (55 perent), OTAs (33 perent), and a travel ageny offie (25 perent). $1.B 211 $1.B 212 $1.5B $1.5B* $1.1B *estimate is preliminary and subjet to hange Soure: overseas estimates are extrapolated from aggregate ard usage data provided by VisaVue Travel and inorporate data from other independent researh soures Canadian estimates provided by Statistis Canada. 215 Canadian estimate based on preliminary data obtained from Statistis Canada and preliminary VISIT FLORIDA estimate derived using historial data from Statistis Canada and inorporate other researh soures. INCREASE YIELD 33

52 EMERGING MARKETS HERE COMES CHINA By 22, the top overseas inbound market for the United States will be China. The Chinese middle lass is roughly the size of the U.S. population and still growing. Even with minimal marketing investment by Florida and lak of diret flights, Chinese visitation has grown sine 211. The potential for ontinued growth is strong and global ompetition for China s growing outbound travelers is heating up. India has a huge population base with a growing middle lass, many of whom speak English. The U.S. is the top long-haul destination for Indians outside of the Middle MARKET SNAPSHOTS INDIA The average trip value for an Indian travel party visiting Florida is $1,252. The top information soures used by Florida s Indian visitors when trip planning are airlines (44 perent), OTAs (33 perent), personal reommendations (31 perent), and travel ageny offies (3 perent). One of four Indian visitors to Florida indiated the main trip purpose was to visit friends or relatives. Another 25 perent ome for business. CHINA The average trip value for a Chinese travel party visiting Florida is $3,372. Nearly one-fourth of Florida s Chinese visitors traveled to visit friends or relatives, while approximately 2 perent were traveling for eduation, and 17 perent for a onvention, onferene, or trade show. Florida s Chinese visitors mainly traveled to the state s Southeast region (61 perent) and Central-Central East regions (45 perent). East. Although Florida urrently does not have non-stop servie from India, Florida does have non-stop servie from the Middle East. With the expansion of Middle East airlines, the future potential for diret flights is strong. Australians ontinue to show strong affinity for the U.S. and Florida. Australian visitation to Florida has remained stable during the past few years. In spite of the higher exhange rate and lak of diret flight options, interest in Florida is growing among travel agents and tour operators in ountry. 41, $86M , $17M , $85M , $177M 212 Volume Volume 46, $78M $285M Spend Spend 266, 56, $77M 271, $238M 65,* $95M* 275,* $263M* THE IMPACT OF CURRENCY FLUCTUATION STRONGER DOLLAR, SMALLER YIELD Exhange rates an influene where international visitors hoose to go and how muh they spend. In 214, Canada s urreny began to lose its value against the U.S. dollar and it is projeted to lose further value in 216. The British pound and euro are also projeted to lose value in the oming year. In Brazil, the real has weakened and that downturn may slow travel among the rising middle lass, though it is likely to have less impat on more affluent households. $4. $3.75 $3.5 $3.25 $3. $2.75 $2.5 $2.25 $2. $1.75 $1.5 $1.25 $1. $.75 $.5 $.25 $. R$1.67 C$ Soure: Organisation for Eonomi Co-operation and Development (OECD) In addition to ountry-speifi eonomi onditions and urreny rates, an inrease in interest rates by the Federal Reserve is pushing up the U.S. dollar while greater demand for travel by Amerians is ontributing to an inrease in U.S. travel pries as a whole. Combined, these fators ould further redue visitor spend from these ountries or even depress visitation. CURRENCY ECHANGE RATES PER U.S. DOLLAR This hart shows what it osts to purhase one U.S. dollar in the loal urreny sine 211. R$1.95 C$ Canada European Union Brazil United Kingdom R$2.16 C$ R$2.35 C$ R$3.35 C$ R$3.94 C$ AUSTRALIA The average trip value for an Australian travel party visiting Florida by air is $2, , 281, Volume 317, Spend 32, 319,* QUICK FACTS INCREASE YIELD 34 The top information soures used by Florida s Australian visitors for trip planning are travel ageny offies (53 perent), OTAs (45 perent), and airlines (41 perent). Florida s Australian visitors travel to an average of 3.4 states during their trip. $187M 211 $26M 212 $244M $212M $177M* *estimate is preliminary and subjet to hange Soure: overseas estimates are extrapolated from aggregate ard usage data provided by VisaVue Travel and inorporate data from other independent researh soures Canadian estimates provided by Statistis Canada. 215 Canadian estimate based on preliminary data obtained from Statistis Canada and preliminary VISIT FLORIDA estimate derived using historial data from Statistis Canada and inorporate other researh soures. Sine 214, the Canadian dollar has lost more than 2 perent of its value against the U.S. dollar. Higher travel pries in the United States ombined with the less favorable exhange rate have led to a 19 perent deline year over year in Canadian spending. The urrenies of most Latin Amerian ountries are also under pressure due to the stronger U.S. eonomy. The stronger dollar has made it more expensive for Latin Amerians to travel to ountries that prie their travel servies in U.S. dollars. A 29.5 perent depreiation in the real in 215 resulted in Brazilians paying 48 perent more on average to stay in a U.S. hotel. While the real was falling in value against the U.S. dollar, Florida room rates rose by 5.9 perent, thereby inreasing the ost of travel even more for Brazilians. INCREASE YIELD 35

53 DOMESTIC TRIP VALUE U.S. VISITORS TO FLORIDA SPEND MORE During the past 1 years, Florida visitors on average spent $23 more per person per day than the typial U.S. traveler. Historially, that differene ontributes to the health of Florida s tourism industry and the state s eonomy. In 214, visitors to Florida spent an average of $162 per person per day, $3 more than a domesti U.S. traveler. The average trip spend for Florida visitors inreased 4 perent in 214 from the year prior ompared to only.5 perent for overall U.S. travelers. Understanding the value of a visitor trip to Florida inludes many interrelated fators: spending per day, length of stay, and party size. Generally, Florida fares better on all three ounts than the average U.S. destination. In order to measure spending by different lifestages, the total trip value is onsidered. No surprise, trip values are highest for the affluent travelers who have more disretionary inome to spend and affluent families who have the disretionary spend and larger travel parties. $18 $16 $14 $12 $1 VISITOR SPEND This hart shows average per person daily spend in Florida ompared to the U.S. Florida Average U.S. Average FLORIDA TRIP VALUE BY LIFESTAGE $ This hart shows that in 214, the Affluent Family lifestage had the greatest trip value ompared to all other lifestages. $139 $152 $143 $135 $135 $151 $128 $148 $156 $162 $3, $2,5 $2,26 $2,586 +7% Soure: D.K. Shifflet & Assoiates $2, $1,736 $1, % $1,5 $1,354 $1,435 $1, % +13% $1, -11% -3% +7% AVERAGE TRIP VALUE VS LENGTH OF STAY This hart shows the average trip value ompared to length of stay for Florida s domesti visitors. $5 Trip Value Avg. Length of Stay (Days) $2,5 6.2 $ Maturing & Free Moderate Mature Young & Free Moderate Family Young Family Affluent Mature Affluent Family 6 $2, 5.8 Trip Value: Definition Soure: D.K. Shifflet & Assoiates Trip Value 5.6 $1, $1, 5 Days Average trip value is the average amount spent during a Florida visit. To arrive at the numbers in the bar hart, multiply the average expenditure per person per day by the average length of stay and the average party size. Here s the alulation for the Affluent Family: $ days 2.9 persons = $2, $ $1,91 $2,8 $2,73 $1,91 $1,74 $1,889 $1,488 $1,681 $1,686 $1,722 Soure: D.K. Shifflet & Assoiates QUICK FACTS Soure: D.K. Shifflet & Assoiates INCREASE YIELD 36 Leisure visitors to Florida typially stay 1.7 nights longer than U.S. leisure travelers. U.S. travelers to Florida on average travel muh farther than a typial U.S. trip. Length of stay has been trending downward in both Florida and aross the U.S. over the past 1 years. From 25 to 214, length of stay dereased by a whole day. Despite the trend, average trip value has remained relatively onsistent sine 211. In 214, trip value was up 2 perent year over year due to an inrease in average expenditures per person per day. If one in 1 domesti visitors to Florida stayed one more day, the state eonomy would reap an additional $1.5 billion. Affluent Families and Affluent Matures have the greatest trip value ompared to other lifestages. Affluent Matures spend the most per person per day ($28) and also have the longest average length of stay (5.6 days), tied with Moderate Matures. Affluent Families have the seond-highest average spend per person per day ($177) and the largest party size. Moderate Families are spending more on their Florida vaations: Average spend per day grew 19 perent ($23) in addition to inreased party size. Total trip value inreased 29 perent year over year. Both the Maturing and Free and the Moderate Mature lifestages experiened delines in 214. The deline in the Moderate Mature segment was due to a shortened average length of stay. The Maturing and Free segment had aross-the-board dereases in length of stay, spend and party size. INCREASE YIELD 37

54 HOUSEHOLD INCOME FLORIDA FITS ALL BUDGETS SEASONALITY CLOSE THE GAP Historially, Florida has maintained a visitor mix that is relatively distributed aross inome brakets. The average household inome of a Florida domesti visitor has remained around $1, for the past five years, with the exeption a reord $11,1 in 213. In reent years there has been growth at both ends of the inome spetrum. Understanding shifts in household inome requires examining a omplex pattern with many ontributing fators. In 214, Florida experiened an inrease (4 pp) in moderate mature travelers who may be reporting inome on non-earning years. At the same time, there had been an inrease in drive visitors with lower household inomes from nearby states. Consequently, average household inome for visitors in 214 dropped to $12,5. Over the past six years Florida s oupany and average daily room rate have risen steadily, reating eonomi benefits for the state. However, the differene between the busiest Florida travel season and the slowest season STATEWIDE OCCUPANCY BY MONTH This hart shows statewide average oupany for 215. is almost 23 perentage points. Reduing seasonality gaps slightly ould help establish year-round employment and inrease ost effiienies for loal businesses in many areas of the state. HOUSEHOLD INCOME 1.% This hart shows five-year trends of Florida visitor household inomes. 9.% 83.7% Differene of 22.6 perentage points PP* CHANGE '13/'14 PP* CHANGE '1/'14 8.% UNDER $49,999 2% 26% 25% 23% 27% +4 PP +7 PP $5,-$74,999 18% 2% 19% 16% 17% +1 PP -1 PP 7.% 61.1% $75,-$99,999 18% 16% 17% 17% 17% PP -1 PP $1,-$149,999 31% 25% 2% 22% 19% -3 PP -12 PP 6.% $15,-$199,999 7% 8% 12% 15% 14% -1 PP +7 PP $2,+ 5% 5% 7% 8% 7% -1 PP +2 PP AVERAGE $11,3 $95,4 $13,4 $11,1 $12, % Jan 71.7% Feb 81.% Mar 83.7% Apr 76.9% May 7.7% Jun 72.2% Jul 76.1% Aug 66.9% Sep 61.1% Ot 68.4% Nov 67.1% De 67.8% *perentage point Soure: D.K. Shifflet & Assoiates Soure: STR, In. QUICK FACTS QUICK FACTS Visitors to Florida from Boston have the highest average household inome at $166,1, followed by visitors from New York City at $127,2. The average household inome of air visitors is $125,8 ompared to drive visitors at $88,4. In 214, visitation to Central Florida was evenly distributed aross five inome ranges. The average visitor inome to this region was $16,4. Visitors to the Southeast vaation region have an average household inome of $121,1, the highest of Florida s 8 vaation regions. Visitors to the North Central region have the lowest average household inome at $72,4, with almost half of these visitors earning under $5, per year. The highest oupany in the state takes plae in Marh (83.7 perent), the lowest is September (61.1 perent). The average daily room rate for Florida hotels in Marh is $162 and the low is in September at $16 a differene of $56. Inreasing travel during slower seasons would also have an impat on available airline seats as airlines revise their shedule to meet demand. The differene between airlines seats to Florida (domestially) between Marh and September is 2.2 million. The differene in the volume of rooms sold between Marh and September is 3.2 million. If those vaant rooms were filled at the lowest ADR, that would equal an additional $334.7 million or $2 million more in taxable sales. INCREASE YIELD 38 INCREASE YIELD 39

55 FLORIDA SEASONAL OCCUPANCY REPEAT VISITORS AND VISITOR RETENTION THE IMPORTANCE OF REPEAT VISITATION HEAT MAPS These maps show seasonal average oupany by vaation region. Darker green means higher oupany; darker gray means lower oupany. 44.5% 83.7% Compared to other U.S. destinations, Florida has an inredibly high visitor retention rate 9 perent of Florida s visitors ome bak. Two-thirds of the people who have traveled to Florida within the past year plan to return in less than a year. In 215, 55 perent of Florida visitors had been here more than three times in the past five years. Florida also welomed its largest perentage (14 perent) of first-time visitors in 215. Half were under age 34 and 53 perent had hildren under age 18. Although Florida on average tends to attrat fewer Millennial travelers than the U.S., there is opportunity to enourage repeat visitation with Millennials who have started families. LIKELIHOOD OF REPEAT VISITATION This hart shows the expeted return of Florida visitors. Visitors were asked: When do you antiipate traveling to Florida again? 6 months from now 29% 4-6 months from now 16% Winter Spring Nearly 2/3 of the visitors to Florida in the past year plan to ome bak within the year. 1-3 months from now 2% 1-3 years from now 22% I do not expet to return 1% I will visit not sure when 11% More than 3 years from now 1% Soure: VISIT FLORIDA, survey data olleted by Nielsen Consumer Insights INCREASE YIELD 4 Summer Soure: STR, In. Fall INCREASE YIELD 41

56 STRATEGY 3 BRAND ENGAGEMENT CONTRIBUTING INSIGHTS Reommendations. 92 perent of travelers trust word-of-mouth reommendations above all else. Soially shared photos. 52 perent of Faebook users say their friends photos have inspired travel plans. Peer influene. More than half of travelers who use soial media hanged their original plans based on peer influene. Florida advantage. With 15 million visitors and a repeat visitation rate of 9 perent, Florida has both an opportunity and an advantage to tap into and share unique visitor experienes. 22 STRATEGY IDENTIFY AND ENGAGE ADVOCATES IN PROMOTING THE FLORIDA BRAND IN THIS SECTION 44 BRAND ADVOCACY 45 HOMEGROWN ADVOCATES BRAND ENGAGEMENT 42 BRAND ENGAGEMENT 43

57 BRAND ADVOCACY PERSONAL RECOMMENDATIONS CARRY WEIGHT HOMEGROWN ADVOCATES HOW FLORIDIANS FUEL TOURISM ADVOCACY There is no question that the available resoures for travel inspiration and planning are abundant. Yet travelers look to fewer soures of information when making vaation deisions, plaing greater importane on the soures they do onsider. Reommendations from family and friends ontinue to be the most onsidered soure of information, espeially in the inspiration planning phase. In fat, aording to a TripAdvisor study, the dominant reason for TRAVEL INFORMATION SOURCES visiting a destination was beause it was reommended by a friend or relative. VISIT FLORIDA already has a strong advoay platform that harnesses the positive experienes and relationships of Florida resident fans. Expanding the program beyond resident fans to inlude visitors would have a broader reah and even greater impat. This hart shows whether travelers find themselves relying on more informational soures than they have in the past. In 215, 28 perent of travelers laimed they were relying on more information soures a deline of 6 pp from the year prior. When it omes to promoting the state s tourism assets and influening potential travelers, Floridians have a natural advantage: They live here. Historially, and espeially in the digital era, visitors look to loal reommendations and insights to inform their travel planning, so Florida residents are a trusted and influential soure of knowledge for potential visitors. Floridians provide a valuable servie to destination marketing as promoters and hosts. In 215, Share a Little Sunshine, VISIT FLORIDA s advoay platform, hit a milestone more than 1 million piees of user-generated ontent (UGC) shared, reahing 1.4 billion people. The majority of this ontent was posted by Floridians who want to share their love for the state. Visitors have many reasons to travel to Florida for leisure: vaations, speial events, visiting friends and family. VFR travel aounts for 25 perent of Florida s domesti visitors. Aording to a resident survey onduted by VISIT FLORIDA, approximately 34 perent of Floridians invited friends and relatives to visit in 215. Of those invited, 95 perent atually ame % ab 34% THE POWER OF A PERSONAL INVITATION Of Floridians surveyed who invited friends/relatives to visit this hart shows how many people subsequently traveled to Florida based on an invitation % a Signifiantly different from 213 b Signifiantly different from 214 Soure: MMGY Global; 215 Portrait of Amerian Travelers Unknown 3% 1-2 Persons 24% SOURCES CONSIDERED WHEN SELECTING A DESTINATION This hart shows a generational breakout of a selet number of information soures travelers use to make destination deisions. 1+ Persons 15% Millennials ers Boomers Matures FRIENDS/FAMILY 37% 38% 41% 48% MAGAZINE ARTICLES 29% 28% 36% ab 39% b 3-4 Persons 25% DESTINATION WEBSITES 3% 28% 36% ab 29% ONLINE VISITOR GUIDES 26% 31% 33% a 29% PROFESSIONAL TRAVEL GUIDE BOOKS 24% 23% 32% ab 29% TRAVEL REVIEW WEBSITES 22% 27% 25% 25% 5-9 Persons 33% a Signifiantly different from Millennial travelers b Signifiantly different from er travelers Soure: MMGY Global; 215 Portrait of Amerian Travelers Soure: VISIT FLORIDA QUICK FACTS BRAND ENGAGEMENT perent of travelers use soial media to plan a trip. More than 75 perent of travelers post vaation photos to their soial networks. 81 perent of people said they re influened by what their friends share on soial media. Of those who used soial media to researh travel, 52 perent hange their plans based on soial media ativity and responses. Millennials, followed by Geners, use soial media to share a reord of their travels. 36 perent of Millennials share photos to make their friends and family jealous. 37 perent of travelers in the U.S. think about vaation planning one a month and 17 perent think about it at least one a week. Personal reommendations and online reviews are onsidered the world s most trusted soure of information. Aording to a 214 Nielsen study on advertising, 83 perent of onsumers around the world trust and take ation on reommendations from people they know up five perentage points sine 27. Online onsumer reviews, at 66 perent, are the seond-most trusted soure of brand information and messaging. 84 perent of onsumers say they always or sometimes take ation based on personal reommendations. 7 perent said they at based on online onsumer opinions. The value of a brand advoate: 1 Fans x 15 friends = 15, positive word-of-mouth impressions. Soures: Forbes, MMGY Global, Eye For Travel, Webbed Feet, Media Bistro, Nielsen, Google BRAND ENGAGEMENT 45

58 STRATEGY 4 INDUSTRY ALIGNMENT CONTRIBUTING INSIGHTS Power of aggregated spend. Aligning Florida brands offers the potential for signifiant osts savings and eonomies of sale. Brand fragmentation. The big hallenge for brands in today s landsape is reating an impat aross an inreasing number of hannels, against an inreasing number of ompetitors. In Florida, popular destinations and attrations ompete aggressively with eah other, adding to the potential dilution of Florida s histori brand strength. New kinds of industry alignment must be developed that enable Florida s strong brands to enrih eah other as part of a shared Florida identity. Time limitations. Industry partners are often foused on the day-to-day aspets of running their business and don t have time to invest in keeping up with hanging marketing tatis or maro onsumer trends. The greatest value VISIT FLORIDA an provide the industry is through sharing traveler trends and addressing fators most likely to impat their businesses. 22 STRATEGY PROMOTE INDUSTRY ALIGNMENT AND COLLECTIVE IMPACT THROUGH PARTNER INVESTMENT AND THOUGHT LEADERSHIP IN THIS SECTION 48 INDUSTRY ENGAGEMENT AND ALIGNMENT INCREASE YIELD 46 INDUSTRY ALIGNMENT 47

59 INDUSTRY ENGAGEMENT AND ALIGNMENT BUILDING FLORIDA S DOMINANCE In 216, VISIT FLORIDA elebrates its 2th anniversary. When the Legislature reated the state s offiial tourism marketing organization, it was impossible to predit what the publi/private partnership ould ahieve. Now we know: Visitors 44,, 15,, Jobs 781,4 1,197,9 Bed Tax Revenues $212 billion $74 billion Combining resoures was innovative, and Florida was the first destination to approah destination marketing ollaboratively. VISIT FLORIDA s struture is widely reognized as the model for effetive publi/private partnership, even inspiring the strutural formation of Brand USA. GROWING INDUSTRY ENGAGEMENT Sine the marketing organization s ineption in 1996, the number of VISIT FLORIDA Partners has grown from 47 to more than 12, engaged businesses. To ensure that Florida tourism maintains and even strengthens its dominant position, VISIT FLORIDA must be: 1. A thought leader. Foused on elevating the industry s ability to market and serve our visitors, VISIT FLORIDA will build strategi partnerships that give Florida a ompetitive edge, offer innovative marketing programs that elevate the Florida brand, and establish strategi priorities that align the industry. 2. A valuable resoure. VISIT FLORIDA hosts annual events, presents or onduts eduational webinars, and provides aess to researh on Florida s visitors and industry trends in order to better eduate and engage Florida s tourism industry. 3. An amplifier. The reord suess of the past five years was not an aident. It is a result of the olletive efforts of the entire Florida tourism industry. VISIT FLORIDA serves the industry through amplifying and extending the reah of independent marketing efforts to preserve Florida s status as a global tourism brand. These Partners represent the Sunshine State s diversity of experienes and ensure that VISIT FLORIDA s marketing efforts reflet the entire industry it serves. DELIVERING 2:1 MATCH As an industry-driven organization, VISIT FLORIDA relies on private investments from tourism businesses aross the state to aid in the funding of our marketing $16 $14 $12 $1 $8 $6 $4 $ POWER OF COLLABORATIVE INVESTMENT (in Millions) This hart shows 2 years of publi/private investments and the math VISIT FLORIDA returns to the state Publi $ 96/97 97/98 98/99 99/ /1 1/2 2/3 3/4 4/5 5/6 6/7 7/8 8/9 9/1 1/11 11/12 12/13 13/14 14/15 15/16 Math Private *preliminary based on budgeting Soure: VISIT FLORIDA objetives. Over the past 2 years, VISIT FLORIDA has provided an average 2-to-1 math of publi dollars * PARTNER ENGAGEMENT This hart shows 2 years of Partner engagement and investment in VISIT FLORIDA programs. 13, 12, 12,223 12,115 11,88 11,846 12,766 11, 1, 1,334* Expanded industry engagement opportunities KEY INDUSTRY EVENTS INDUSTRY ALIGNMENT 48 9, 8, 7, 6, 5, 4, 3, 2, 1, 3,433 3,528 3,432 3,552 3,415 3,542 3,445 3, 2,73 2,336 1,862 1, /97 97/98 98/99 99/ /1 1/2 2/3 3/4 4/5 5/6 6/7 7/8 8/9 Soure: VISIT FLORIDA 3,42 9/1 1/11 11/12 12/13 13/14 14/15 15/16 Webinars Our monthly Florida Governor s Conferene on Tourism Sept. 7 9, 216 Florida Tourism Leadership Summit Nov. 28 3, 216 VISIT FLORIDA Partner Roadshows February 217 and April 217 Florida Tourism Day Marh 217 National Travel & Tourism Week May 217 INDUSTRY ALIGNMENT 49

60 TACTICS DEPARTMENTAL PLANS HITTING THE MARK VISIT FLORIDA s objetive of reahing $1 billion in tourism spend by 22 is aggressive but within reah. It will neessitate hanges in priorities and asset alloation to shift the organization s fous from delivering volume to delivering volume plus maximum yield. Some origin markets, demographis and psyhographis will beome more important. Our go-to-market strategies will shift. And aross it all, we will need to onstantly monitor and evaluate resoures, programs and performane to optimize against the goal. The opportunities are great, and our suess is made more likely by aligning the goals and efforts of Florida s tourism industry. The power of a united industry is undeniable and offers strategi advantages that other ompetitors will struggle to math. In fisal year , VISIT FLORIDA will harness our ollaborative efforts around four key strategies. MARKETING STRATEGIES 1 DRIVE DEMAND Keep Florida top of mind among target audienes Stimulate balaned inremental growth that delivers the greatest eonomi impat to Florida through programs that fous on: 2 INCREASE YIELD Proteting and growing visitor volume Inrease spending Extending length of stay Inrease visit frequeny and visitor retention Reduing the gap between seasonal highs and lows Inreasing travel to emerging Florida destinations 3 BRAND ENGAGEMENT Identify and engage advoates in promoting the Florida brand 4 INDUSTRY ALIGNMENT Promote industry alignment and olletive impat through partner investment and thought leadership IN THIS SECTION INCREASE YIELD 5 52 GLOBAL MEDIA 53 GLOBAL COMMUNICATIONS 54 GLOBAL TRAVEL, TRADE AND AIR 55 INDUSTRY RELATIONS 56 MEETINGS 57 PROMOTIONS 58 VISITOR SERVICES 59 CALENDAR OF EVENTS: MEETINGS 6 CALENDAR OF EVENTS: GLOBAL TRAVEL, TRADE AND AIR DEPARTMENTAL PLANS 51

61 GLOBAL MEDIA GLOBAL COMMUNICATIONS STRATEGY 1 DRIVE DEMAND Create integrated ampaigns with o-op extensions in top domesti feeder markets Develop and sustain marketing partnerships that inrease reah and relevane Leverage VISIT FLORIDA ontent for year-round domesti marketing ampaigns Maintain ongoing searh presene Maintain year-round brand presene targeting domesti travelers STRATEGY 1 DRIVE DEMAND Align ollaborative pithing with press visits and media relations Build and sustain relations with global media and soial influeners Collaborate with DMO Partners to pith stories and host media visits that yield a larger awareness footprint of the state Create and support signifiant marketing and PR ampaigns that sustain and grow the Florida brand Create influener ampaigns to reah soial ommunities in order to promote awareness, engagement and advoay STRATEGY 2 INCREASE YIELD Create integrated ampaigns with o-op extensions in top international feeder markets Continue to integrate the Welome Centers into VISIT FLORIDA marketing and digital platforms STRATEGY 2 INCREASE YIELD Exeute trade media and onsumer media relations at international onferenes Create media reeptions and deskside missions for Partners to interat with top media and soial influeners in key global markets STRATEGY 3 BRAND ENGAGEMENT Promote engagement with #LoveFL aross different audienes and passions Leverage soial onversations to build brand engagement and advoay STRATEGY 4 INDUSTRY ALIGNMENT Develop PR ampaign in onjuntion with one major domesti ad ampaign that provides partner o-op Create, manage and distribute orporate messaging inluding VISIT FLORIDA s annual report and Sunshine Matters blog Manage all risis ommuniation efforts STRATEGY 4 INDUSTRY ALIGNMENT Award advertising mathing grants to promote Florida tourism Inrease the value of o-op to Partners by developing year-round and bundled pakages DEPARTMENTAL PLANS 52 DEPARTMENTAL PLANS 53

62 GLOBAL TRAVEL, TRADE AND AIR INDUSTRY RELATIONS STRATEGY 1 DRIVE DEMAND Create trade events, tour operator programs, signature events and missions Engage with and eduate Partners through marketing onsultations and sales alls Host statewide Partner Roadshows to share marketing programs and trends with the industry STRATEGY 2 INCREASE YIELD Coordinate international trade FAMs throughout the year for key markets Develop eduational programming for travel trade Develop relationships with influential global produt managers Distribute trade ontent to global markets Leverage Brand USA trade opportunities and platforms to support Partners Inrease the relevane of VISIT FLORIDA -owned and-operated events suh as Florida Huddle Develop and maintain relationships with airlines and airports to support route development STRATEGY 4 INDUSTRY ALIGNMENT Continually promote VISIT FLORIDA programs and opportunities through industry soial media hannels Seek out alignment with trusted Florida relevant brands Partner with trade assoiations to reah larger audienes Enhane Partner benefits platform to provide more exlusive opportunities for VISIT FLORIDA Marketing Partners Exeute one diret mail ampaign to drive Partnership enrollment Develop programs and webinars that deliver eduation/thought leadership to the industry Push out industry-driven ontent that promotes the value of a VISIT FLORIDA Partnership Develop inentive programs to promote existing online hospitality training modules STRATEGY 4 INDUSTRY ALIGNMENT Failitate international o-op opportunities for Partners, leveraging the Florida Brand Continue investment in the Air Team Florida program Invest in tools and resoures that drive Partner retention DEPARTMENTAL PLANS 54 DEPARTMENTAL PLANS 55

63 MEETINGS PROMOTIONS STRATEGY 1 DRIVE DEMAND Expand relationships with Meetings media through sponsorships and targeted story pithing Leverage best-in-lass partnerships to extend the Florida Meetings message through larger hannels STRATEGY 1 DRIVE DEMAND Condut sales alls for relationship building in key domesti markets Coordinate promotions featuring unique experienes, less traveled destinations and multi-destination prize pakages Build relationships with top meeting planners in order to onnet them to Florida Partners Attend and oordinate meeting-foused, diversity-related onferenes and events to strengthen relationships with meeting planners STRATEGY 2 INCREASE YIELD Coordinate promotions in key global markets STRATEGY 2 INCREASE YIELD Inrease the relevane of VISIT FLORIDA -owned and-operated events suh as Florida Enounter Develop VIP signature events in top markets to engage and eduate meeting planners STRATEGY 4 INDUSTRY ALIGNMENT Condut partner tours for relationship building with industry partners Fous on developing the international meetings market Coordinate grants with Florida partners to inrease meetings opportunities within the state Inrease VISIT FLORIDA brand awareness at key trade shows STRATEGY 4 INDUSTRY ALIGNMENT Create unique Partner opportunities at trade shows and signature events DEPARTMENTAL PLANS 56 DEPARTMENTAL PLANS 57

64 VISITOR SERVICES CALENDAR OF EVENTS: MEETINGS STRATEGY 2 INCREASE YIELD Improve Welome Center staff ability to enhane the visitor experiene Integrate Welome Centers into VISIT FLORIDA s marketing platforms Produe Welome Center takeover events throughout the year Leverage expertise of Welome Center staff to eduate and serve Florida visitors PROGRAM DATE LOCATION JULY 216 FSAE Annual Conferene 7/12-15/216 Bonita Springs, FL AME Conferene 7/14-16/216 Palm Beah, FL AUGUST 216 SYTA Annual Conferene 8/18-23/216 Orlando, FL MP Connet Marketplae 8/25-27/216 Grapevine, T ESTO 8/27-3/216 Boa Raton, FL PROGRAM DATE LOCATION JANUARY 217 FL Huddle 1/9-12/217 Lake Buena Vista, FL PCMA Convening Leaders 1/8-11/217 Austin, T NY Times Travel Show 1/27-29/217 New York, NY Diversity Marketplae 1/TBD/217 TBD FEBRUARY 217 Chiago Travel Trade Event 2/TBD/217 Chiago, IL SEPTEMBER 216 MARCH 217 Governor s Conferene 9/7-9/216 Orlando, FL Philadelphia Travel Trade Event 3/TBD/217 Philadelphia, PA OCTOBER 216 APRIL 217 STRATEGY 3 BRAND ENGAGEMENT Integrate Florida Welome Centers into brand advoay ampaigns MP IME Ameria 1/18-2/216 Las Vegas, NV MP Connet Faith 1/25-27/216 Orlando, FL NOVEMBER 216 FL Tourism Leadership Summit 11/28-3/216 ChampionsGate, FL MP Boston VIP 4/TBD/217 Boston, MA AAA Trade Event 4/TBD/217 Columbus, OH MAY 217 AAA Trade Event 5/TBD/217 Boston, MA STRATEGY 4 INDUSTRY ALIGNMENT Build a state-wide ustomer servie training and ertifiation program for Welome Center employees MP FL Enounter 11/3-12/2/216 ChampionsGate, FL DECEMBER 216 AME InterAtion 12/12-14/216 New Orleans, LA Travel Professionals of Color 5/TBD/217 TBD MP D.C. VIP 5/TBD/217 Washington, D.C. MP Minneapolis VIP 5/TBD/217 Minneapolis, MN JUNE 217 Cruise 36 6/TBD/217 Ft. Lauderdale, FL MP NYC VIP 6/TBD/217 New York, NY MP MPI WEC 6/TBD/217 TBD ONGOING CYE (Cover Your Event Insurane) Florida Speialist Program City-Wide Meetings & Conventions Grant Minority Convention Grant MP Denotes VIP Meeting Planner Events DEPARTMENTAL PLANS 58 DEPARTMENTAL PLANS 59

65 CALENDAR OF EVENTS: GLOBAL TRAVEL, TRADE AND AIR PROGRAM DATE LOCATION PROGRAM DATE LOCATION PROGRAM DATE LOCATION PROGRAM DATE LOCATION JULY 216 OCTOBER 216 JANUARY 217 APRIL 217 DEPARTMENTAL PLANS Gala Awards Dinner - VUSA Ball 7/7/216 London, England US Consulates Roadshow China 7/28-3/216 Guangzhou & Fuzhou, China India AVIAREPS Roadshow 7/TBD/216 India Governor's Lunheon 7/12/216 London, England AUGUST 216 DMAI 8/1-4/216 Minneapolis, MN India AVIAREPS Roadshow 8/TBD/216 New Delhi, India InentiveWorks 8/16-17/216 Toronto, Ontario Canada VIP Roadshow MP 8/TBD/216 Toronto/Montreal US Consulates Roadshow 8/TBD/216 China Sales Mission Argentina, Chile and Uruguay 8/22-27/216 Brazil ESTO 8/27-3/216 Boa Raton, FL La Cita 8/3-9/1/216 Miami, FL SEPTEMBER 216 VF Signature Event around Brand USA India Mission 9/16-17/216 India Governor s Conferene 9/7-9/216 Orlando, FL Brand USA India Mission & Mie Event Brand USA & Austria Airlines Mega FAM 9/18-23/216 9/15-21/216 UK Key Client Dinner 9/TBD/216 TBD Mumbai, Bengaluru & New Delhi, India Fort Lauderdale & Tampa Routes Rendezvous 9/24/216 Chengdu, China Routes World Forum 9/24-27/216 Chengdu, China Oktoberfest 9/2/216 Munih, Germany ABAV 9/29-1/1/216 Sao Paulo, Brazil Nordi Sales Mission 1/TBD/216 TBD FIT 1/1-4/216 FIT VIP Event 1/TBD/216 China Trade FAM 1/TBD/216 TBD Buenos Aires, Argentina Buenos Aires, Argentina US Consulates Roadshow 1/TBD/216 China Uruguay Sales Calls 1/TBD/216 Montevideo Peru & Euador Sales Mission 1/TBD/216 TBD ITB Asia 1/19-21/216 Sunte, Singapore India Trade FAM 1/TBD/216 Florida SITV (Montreal) 1/21-23/216 Montreal, Quebe Virgin Holidays Family Dinner 1/TBD/216 Crawley NOVEMBER 216 WTM VF Signature Event 11/7/216 London, England World Travel Market 11/7-9/216 London, England CITM 11/11-13/216 Shanghai, China CRD Open House Days 11/TBD/216 Hamburg, Germany British Airways Family Dinner 11/TBD/216 London, England Florida Tourism Leadership Summit 11/28-3/216 ChampionsGate, FL IBTM 11/29-12/1/216 Barelona, Spain DECEMBER 216 US Consulates Roadshow 12/TBD/216 TBD German and Frenh Tour Operator FAM (pre/post Huddle) UK Tour Operator FAM (pre/post Huddle) Chinese Tour Operator FAM (pre-huddle) India Tour Operator FAM (pre-huddle) 1/TBD/217 1/TBD/217 1/TBD/217 1/TBD/217 TBD TBD TBD TBD TWIGS 1/TBD/217 TBD Florida Huddle 1/9-12/217 Orlando, FL Consumer Show Series- Stuttgart 1/TBD/217 Stuttgart, Germany Gala Awards Dinner Ireland 1/TBD/217 Ireland Holiday World Dublin 1/27-29/217 Dublin, Ireland SATTE 1/TBD/217 New Delhi, India FEBRUARY 217 International Inbound Travel Assoiation (IITA) 2/7-8/217 Biloxi, Mississippi Routes Amerias 2/14-16/217 Las Vegas, NV India AVIAREPS Roadshow 2/TBD/217 TBD SATTE 2/15-17/217 New Delhi, India Ieland Air Mid-Atlanti Trade Show 2/TBD/217 Reykjavik, Ieland US Consulates Road Show 2/TBD/217 China Australia Mission 2/TBD/217 Melbourne, Brisbane & Sydney Consumer Show Series- Munih 2/TBD/217 Munih, Germany Consumer Show Series- Hamburg 2/TBD/217 Hamburg, Germany Consumer Show Series - Hanover 2/TBD/217 Hanover, Germany Brand USA Seminar - India 2/TBD/217 Mumbai, India ANATO 2/TBD/217 Bogota, Colombia Colombia Sales Ativation 2/TBD/217 Bogota, Colombia Brand USA China Sales Mission 2/TBD/217 TBD MARCH 217 India Trade FAM (Turkish Airlines) 3/TBD/217 Florida India AVIAREPS Roadshow 3/TBD/217 TBD Brand USA Seminar - India 3/TBD/217 New Delhi, India ITB Florida Night 3/TBD/217 Berlin, Germany ITB 3/8-12/217 Berlin, Germany Mexio VIP Event 4/TBD/217 TBD Canada Travel Trade Roadshow 4/TBD/217 Toronto & Montreal WTM Latin Ameria 4/4-6/217 Sao Paulo, Brazil US Consulates Road Show 4/TBD/217 China VF Signature Airline Event 4/TBD/217 TBD Thomas Cook Key Client Dinner 4/TBD/217 Peterborough, England Canuk Connetion 4/TBD/217 Canada Arabian Travel Mart 4/TBD/217 Dubai, UAE MAY 217 IME 5/16-18/217 Frankfurt, Germany German Roadshow 5/TBD/217 TBD China Sales Mission 5/TBD/217 TBD UK/Ireland Sales Mission 5/TBD/217 TBD Irish Tour Operator Advisory Lunheon 5/TBD/217 Brand USA MegaFAM 5/TBD/217 TBD Mexio Ativation 5/TBD/217 TBD Next Travel Exhange 5/TBD/217 Mexio UK Tour Operator Advisory Lunheon 5/TBD/217 JUNE 217 Dublin, Ireland London, England Int l Pow Wow (IPW) 6/3-7/217 Washington, D.C. US Consulates Road Show 6/TBD/217 China North Ameria IAGTO 6/TBD/217 TBD LeMans 6/TBD/217 Frane UK Summer Event 6/TBD/217 London, England ONGOING University of VF (Speialist Program) ongoing Canada Latin Ameria Sales Ativity ongoing Brazil, Argentina Brazil Tour Operator Programs ongoing Brazil Germany Tour Operator Programs ongoing Germany UK Tour Operator Programs ongoing United Kingdom UK Sales Calls ongoing UK/Ireland Europe Sales Calls ongoing China Sales Calls ongoing China India Sales Calls ongoing India E-learning (speialist program) ongoing Germany, Switzerland, Austria LATAM, Germany & United Kingdom DEPARTMENTAL PLANS 6 61

66 The Offiial Tourism Marketing Corporation for the State of Florida

67 22 STRATEGIC PLAN

68 HOW? ONE OF THE T TOP DESTINATIONS IN THE WORLD. W FLORIDA IS WE WANT TO MAKE SURE WE STAY ON TOP.

69 HOW? BY CHALLENGING OURSELVES TO THINK BIGGER, TO BECOME MASTERS OF INNOVATION, AND TO ESTABLISH NEW INDUSTRY STANDARDS. BY CONNECTING FLORIDA STORIES WITH TRAVELERS WHEREVER THEY ARE, WHENEVER THEY WANT IT, ON ANY DEVICE. BY LEADING BY EAMPLE WITH STRATEGIC ACTION AND ALIGNING THE INDUSTRY TO ACHIEVE THE GREATEST GOOD FOR FLORIDA.

70 One of the most powerful sentenes in any language is, I m on vaation. Everyday, millions of people experiene that joy in Florida the world s greatest travel destination. Even more people dream about it. At VISIT FLORIDA, and through our Partners in the tourism industry, we appreiate the great responsibility and privilege of helping travelers realize a dream: I M ON VACATION. I M IN FLORIDA.

71 This book will be our guide INTO THE FUTURE WE HAVE PURPOSE. P WE HAVE A VISION. WE HAVE A CLEAR MISSION. WE HAVE A SINGULAR GOAL. WE HAVE A DEFINED OBJECTIVE. AND OUR VALUES ENSURE THAT WE REMAIN FOCUSED ON WHAT IS I MOST IMPORTANT.

72 TOGETHER, IT S SHINE. S OUR TIME TO

73 OUR PURPOSE IS TO BRIGHTEN THE LIVES OF ALL.

74 OUR VISION IS TO ESTABLISH FLORIDA AS THE NO. 1 TRAVEL DESTINATION IN THE WORLD. WE ARE ON A MISSION TO STRENGTHEN FLORIDA S SHARE OF THE GLOBAL TRAVEL MARKET.

75 WE ARE FOCUSED ON A SINGULAR GOAL TO MAIMIZE THE ECONOMIC IMPACT OF TRAVEL AND TOURISM TO FLORIDA. OUR OBJECTIVE IS CLEAR; GENERATE $1 BILLION IN TOURISM-RELATED SPEND BY 22.

76 OUR VALUES PROVIDE THE DIRECTION FORR OUR FUTURE PLANS. They serve as the foundation for our team and how we do business. They guide our ations and inspire us to be better every day.

77 WE WILL MAKE AN IMPACT. Impat is not a derivative of luk but a produt of informed deisions, deliberate ations and measurable outomes. We are results-foused and believe that every single day is full of opportunities to ahieve positive hange. We ask ourselves: How an I add value to my team, the Industry and the world?

78 WE WILL WORK PURPOSEFULLY AND LIVE PASSIONATELY. We will be exellent in our jobs. And we will have fun in the proess. We will take initiative and at with integrity. To be our best selves requires dediated time for work and play. Our offie is the No. 1 destination in the world. We promote it. And explore it.

79 WE WILL INNOVATE. Innovation is born through hallenging the status quo. We are ommitted to nurturing ideas, embraing hange, and building a ulture that enourages our team to be daring. If we stumble, we will learn from the experiene and improve.

80 STRATEGIC PLAN PURPOSE Brighten the lives of all. VISION Establish Florida as the No. 1 travel destination in the world. MISSION Strengthen Florida s share of the global travel market. GOAL Maximize the eonomi impat of travel and tourism to Florida. OBJECTIVE $1 billion in tourism-related spend by 22. VALUES MAKE AN IMPACT. WORK PURPOSEFULLY AND LIVE PASSIONATELY. INNOVATE. MARKETING STRATEGIES KEEP FLORIDA TOP-OF-MIND AMONG TARGET AUDIENCES. THE TOP ATIONS WORLD. STIMULATE BALANCED INCREMENTAL GROWTH THAT DELIVERS THE GREATEST ECONOMIC IMPACT TO FLORIDA THROUGH PROGRAMS THAT FOCUS ON: - Proteting and growing visitor volume - Inreasing visitor spending - Extending length of stay - Inreasing visit frequeny and visitor retention - Reduing the gap between seasonal highs and lows - Inreasing travel to emerging Florida destinations IDENTIFY AND ENGAGE ADVOCATES IN PROMOTING THE FLORIDA BRAND. URE PROMOTE WE INDUSTRY STAY ALIGNMENT ON TOP. AND COLLECTIVE IMPACT THROUGH PARTNER INVESTMENT AND THOUGHT LEADERSHIP.

81 The Offiial Tourism Marketing Corporation for the State of Florida 254 W. Exeutive Center Cirle, Suite 2 Tallahassee, FL 3231

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93 FLORIDA TOURISM INDUSTRY MARKETING CORPORATION, INC. 214 TA RETURNS

94 SIGNATURE... THE ORIG]NAL IRS STGNED (USE FULL THOMAS HOV4]E-L FERGUSON P.A CENTENNIA- BLVD., SU]TE 2OO TALLAHASSEE, FL 3238 ** ** * ** * * ** r<** * ** ** ** ** *tr ]NSTRUCTIONS FOR F]LING FLORIDA TOURISM INDUSTRY MARKETING CORP, INC. FORM 8879-EO - ]RS E-FILE S]GNATURE AUTHOR]ZATTON FOR THE PERTOD ENDED JUNE 3, 2]-5 ************************* FILING... RETURN YOUR S]GNED FORM 8879-EO TO: PAYMENT OF TA... NO PAYMENT OF TA ]S REQUIRED. E-FILE SIGNATURE AUTHOR]ZATION FORM SHOULD BE NAME) AND DATED BY THE TAPAYER. THOMAS HOVIELL FERGUSON P.A CENTENNIAL BLVD., SUTTE 2OO TALLAHASSEE FL 3238 FORM BB79_EO SERVES AS A REPLACEMEN: FOR YOUR SIGNATURE THAT V4]OULD BE AEF]ED TO EORM 99 ]F YOU PAPER F]LED YOUR RETURN. PLEASE DO NOT SEPARATELY FILE EORM 99 V{ITH THE ]NTERNAL REVENUE SERVICE. DO]NG SO Vü]LL DELAY THE PROCESSING OF YOUR RETURN.!üE MUST RECEIVE YOUR STGNED FORM BEFORE WE CAN ELECTRONICALLY TRANSMTT YOUR RETURN WHrCH rs DUE Ol{ MAY 16, 216. WE WOULD APPRECIATE YOUR RETURNING TH]S FORM AS SOON AS POSSIBLE AS THIS I/{JILL EPEDITE THE PROCESSING OF YOUR RETURN. THE ]NTERNAL REVENUE SERV]CE VüILL NOTIFY US V{HEN YOUR RETURN ]S ACCEPTED. YOUR RETURN IS NOT CONSIDERED FILED UNTIL THE ]NTERNAL REVENUE SERVICE CONFIRMS THETR ACCEPTANCE, T{HICH MAY OCCUR AFTER THE DUE DATE OF YOUR RETURN. *************************

95 Form Under setion 51(), 527, or 4947(a1) of the lnternal Revenue Code {exept private foundations) Þ Do not enter soial seurity numbers on th s form as it may be made publi' Department of the Treasury lntemal Revenue Servie > lnformation about Form 99 and ts instrutions isatwww.îrs.gov/form99, A For the 214 alendar, or tax ear 1 / 7,214, and end ng B hek Í åppliable: status: J WEbS te: > WWVÙ.VISITFLORIDA.ORG/ K Form of Part I o 6 o o oð tt, o.; o o o o ú. 99 hange lnitial return Applialion pend ng S 1 Briefly desribe the organization's m ssion or most s gn f ant AND T{ITHIN FLORIDA. 2 Chek this box Þ l-l 3 Number of voting members of the governing body (Part Vl, line 1a) 4 Number of independent voting members of the govern ng body (Part Vl, line 1b). 5 Total number of individuals employed in alendar yeat 214 (Part V, l ne 2a)... 6 Total number of volunteers (estimate if neessary) 7a Total unrelated business revenuefrom Part Vlll, olumn (C), line 12, b Net unrelated business taxable Form line 34 I I 1 11 't2 22 Net assets or fund balanes. Subtrat l ne 21 from line 2. Part ll s Blok Under penalt es of and om Return of Organization Exempt From lnome Tax C Name of organ zat on FLORIDA TOURIST4 INDUSTRY MARKETING CORP business as Nu mber and street (or P.O. box if ma l is not delivered to street address) 254 VI. EEC CENTER CIRCLE, STE 2OO C ty or town, state or provine, ountry, and ZIP orfore gn postal ode no.) Trust Asso ation Other > INC. Room/suile TALLAHASSEE FL F Name and address of prin pal ofi er: J. WILLIAM SECCOMBE 254 V:I. EECUTIVE CENTER CIR. TALLAHASSEE FL 3231 OMB s6 3ç,2 15 D Emp oyer dent f at on number E Telephone number (8s ) 4BB-s67 G Grossreeipts $ 118, 33, 187 ls th s a group retum for sbord nates? H(b) lre att suloroinates inlud d? Yes Yes lf "No," attah a l st. (see nstrud ons) H() Group exemption number > L Yearof formâtion: 1995 M Stateof 2@14 No No dom ile: FL ativit es: TO PROMOTE TRAVEL AND DRIVE VISITATÏON TO if the organ zation disontinued ts operatlons or disposed of more than 257 of its net assets. 13 Grants and similar amounls paid (Part l, olumn (A), lines 1-3) Benefits paid to or for members (Part l, olumn (A), line 4). I 5 Salaries, other ompensation, employee benef ts (Part l, olumn (A), lines 5-1) 16a Professional fundraising fees (Part l, olumn (A), line 11e).. b Total fundrais ng e)penses (Part l, olumn (D), line 25) > Contr butions and grants (Part Vlll, line t h). Program serv e revenue (Part Vlll, line 29). lnvestment inome (Part Vlll, olumn (A), lines 3,4, and 7d)..... Other revenue (Part Vlll, olumn (A), l nes 5, 6d, 8, 9, 1, and 1le) Total revenue - add lines 8 through 11 (must equal Part Vlll, o umn la). line 12) Other expenses (Part l, olumn (A), lines 11a-l'1d, 11f-24e) Total expenses. Add l nes (must equal Part l, olumn (A) Revenue less expenses. Subtrat line 18 from line Total assets(part, line 16) Total l ab l ties (Part, line 26)... line 25) Open to Publi Inspetion J ' Current Year 73,5,. 44,289, 6'11. 42, 428 4'71 OBB TB'I , 448,985 7r1,246,94 r, 56,283 End of Year 38, 635, B 91 2L, L1, delare that I have examined th s return,l nlud ng aompanying shedules and statements, and to the best of my knowledge and bel ef, it s of (other than off er) is based on all informal on of wh h has knowledge. or a 7b Pr or Year 64,24, 3,388,88. 29, , r'7 94,92,682. 4,342,2'7 9. g,29o, g11 8,968,54 94, 67, 6 3L9, 82 Beg nn ng of Current Yêar 31,53,245 2L, L63, L39 L6,34,76 Sign Here of EVANGELINE FIELDS CFO Type or pr nl name and title ffi Print/Type prepareis name Pa d DEBORAH L LEONARD Preparer Firm'sname >THOMA-C HOVùELL FERGUSON P.A Use Only F rm's address FL 3238 May the IRS disuss this return with the preparer shown above? (see instrutions) For Paperwork Redut on At Notie, see the separate instrut ons. Dale 5-lb {q Date ne* I I i self-employed P Firm'sElN > Phonêno Yes rorm 99 (zot ) JSA 4E11 1. P83545 M] 26 5/4/216 4:,49:23 PM PAGE 3

96 Form 99 (214) f,lfillfl FLORIDA TOURISM INDUSTRY MARKETING CORP, INC Statement of Program Servie Aomplishments Chek íf Shedule O ontains a response or note to anv lire in this Part lll I Briefly desribe the organization's mission: TO PROMOTE TRAVEL AND DRIVE VISITATION TO AND WITHIN FLORTDA. s Pqe 2 t-it 2 Did the organ zation undertake any signifiant program serv es during the year whih were not listed on the prior Form 99 or 99-EZ? lf 'Yes," desribe these new servies on Shedule O. 3 Did the organization ease onduting, or make signifiant hanges in how it onduts, any program servies?. lf 'Yes,'desribe these hanges on Shedule O. 4 Desribe the organization's program servie aomplishments for eah of its three largest program servies, as measured by expenses. Setion 51()(3) and 51()(4) organizations are reqrired to report the amount of grants and alloations to others, the total epenses, and revenue, if any, for eah program servie reported. Yes Yes Y No No 4a (Code: ) (Erpenses $_ inluding grants of $ _ ADVERTISTNG - VISIT FLORÌDA DOES MASS MARKETING TO CONSUMERS, DOMESTICALLY AND TNTERNAT]ONALLY. ) (Revenue $ BOTH 4b (Code: ) (Epenses $ inluding grar ts of $ ) (Revenue $ COOPERATIVE PROMOTIONAL PROGRAMS - VISIT F],CRÏDA ASSISTS INTERESTED PARTÏES IN ORGANIZTNG PROMOTÏONAL TRAVEL PACKAGES. IN RETURN VISIT FLORIDA AI\ÏD OTHER PARTICIPANTS F-ECETVE COMP],IMENTARY ADVERTISING USED IN PROIIOTTNG THE PACKAGE 4(Code:-)(E>rpenses$-inludinggrantSof$-)(Revenue$ TRÃDE SHOWS - VISIT FLORTDA HOSTS THE ANNUAL COVERNORIS CONFERENCE ON TOURISM. THE CONFERENCE OUTL]NES THE MARKETING PLAN PROVIDES EDUCATÏONAL SPEAKERS, VENDORS, AND NETVÍORKING OPPORTUNITIES. VF HOSTS FLORIDA ENCOUNTER, AN APPOINTMENT-BASED SHOW WHERE MEETING PROFESSIONA],S MEET WITH FLORTDA SUPPLIERS. VF HOSTS F],ORIDA HUDDLE, AN APPOïNTMENT BASED SHOVü WHERE TOUR CPERÄ.TORS FROM ACROSS THE STATE MEET VÍTTH DOMESTÏC AND INTERNATIONAL BUYERS. 4d Other program servies (Desribe in Shedule O.) (E,penses $ nluding grants of $ ) (Revenue $ 4e Total program servie erpenses Þ JSA 4E1o2o1.ooo rom 99 (eot ) P83545 M'726 5/4/276 4:49:23 PM 625'7. PAGE 4

97 Form 99 4 Part lv Cheklist of red Shedules 1 ls the organization desribed in setion 51()(3) or 4947(a)(1) (other than a private foundation)? lf 'Yes," omplete Shedule A ls the organization required to omplete Shedule B, Shedule oicontributors (see instrutions)?.. 3 Did the organization engage in diret or indiret politial ampaign ativities on behalf of or n opposition to andidates for publi o'ffi,e? If 'Yes," omplete Shedule C, Pa t I 4 Setion 51()(3) organizations. Did the organization engage in lobbying ativities, or have a setion 51(h) I 9 l 11 a b d e t 12a b l3 14a b l8 19 FLORIDA TOURISM TNDUSTR: MARKET]NG CORP. TNC s elet on in effet during the taxyear2 lf 'Yes," omplete Shedule C, Pañ Il.. ls the organizat on a setion 51()(a), 51()(5), or 51()(5) organization that reeives membership dues, assessments, or s milar amounts as defined in Revenue Predure 98-19? If 'Yes,' omplete Shedule C, Part lll. Did the organization mainta n any donor advised funds or any similar funds or aounts for whih donors have the right to provide adv e on the distribution or nvestment of amounts in suh funds or aounts? /f ^/es," omplete Shedule D, Pañ l. Did the organization reeive or hold a onservation easement, inluding easements to preserve open spae, the environment, histori land areas, or histori strutures? lf Yes," omplete Shedule D, Pa t II. Did the organization ma nta n olletions of works of art, historial treasures, or other similar assets? If q/es,' omplete Shedule D, Pañ Iil Did the organization report an amount in Part, line 21, for esrrow or ustodial aount liability; serve as a ustodian for amounts not listed in Part ; or provide redit ounseling, debt management, redit repa r, or debt negotiation servies? lf 'Yes," omplete Shedule D, Part iv Did the organ zat on, diretly or through a related organization, hold assets in temporarily restrited endowments,permanentendowments,orquasi-endowments?lf'yes,"ompletesheduled,paftv... lf the organization's answer to any of the following quest ons is 'Yes," then omplete Shedule D, Parts Vl, Vll, Vlll, l, or as appliable. Did the organization report an amount for land, buildings and equipment in Part, line 1? lf q/es," omplete Shedule D, Pañ W... Did the organization report an amount for investments-other seurities in Part, line 12 that is 5% or more of its total assets reported in Part, line 16? lf 'Yes," omplete Shedule D, Paft Wl.. - Did the organization report an amount for investments-program related in Part, line 13 that is 5%o or more of its total assets reported in Part, line 16? lf 'Yes," omplete Shedule D, Part VIil... Did the organization report an amount for other assets in Part line 15 that is 5% or more of its total assets reported in Part, line 16? If 'Yes," omplete Shedule D, Paft - Did the organizat on report an amount for other liabilities in Part, line 25? lf 'Yes," omplete Shedule D, Pañ Did the organization's separate or onsolidated finanial statements for the tax year inlude a footnote that addresses the organization's liability for unerta n tax pos t ons under FIN 48 (AS3 74)? lf 'Yes," omplete *hedule D, Pañ Did the organization obtain separate, independent audited finanial statements for the tax yeat? lf 'Yes," omplete Shedule D, Parts and ll... Was the organ zat on inluded in onsolidated, independent audited finanial statements for the tax yæ? lf 'Yes" and if the organization answered "No" to line 12a, then ompleting *hedule D, Pafts l and ll is optional ls the organization a shool desribed n setion 17(bxlA D? If "Yes," omplete Shedule E.... Did the organization maintain an offie, employees, or agents outside of the United States? Did the organization have aggregate revenues or elpenses of more than $1, from grantmaking, fundraising, business, investment, and program servie ativitþs outside the United States, or aggregate foreign investments valued at $1, or more? lf Yes," omplete Shedule F, Pañs I and IV. Did the organization report on Part l, olumn (A), line 3, more tl'an $5, of grants or other assistane to or for any foreign organization? If afes," omplete &hedule F, Parts tl and lv Did the organization report on Part l, olumn (A), line 3, more than $5, of aggregate grants or other assistane to or for foreign individuals? lf 'Yes," omplete Shduie F, Pafts lll and lv Did the organization report a total of more than $15, of epenses for professional fundraising servies on Part l, olumn (A), lines 6 and 1 1e? lf Yes," omplete Shedde G, Part I (æe instrutions) Did the organization report more than $'l 5, total of fundraising event gross inome and ontributions on Part Vlll, lines 1 and 8a? lf 'Yes." omplete *hedule G, Part ll Did the organization report more than $15, of gross inome from gaming ativities on PartVlll, line 9a? If 'Yes," omplete Shedule G, Paft lll Did the organization operate one or more hospital failities? If 'Yes," omplete Shedule H... 2Oa b lf "Yes" to line did the attah a JSA of its aud I a ttb ll 1ld 11e 11t 12a 12b 13 14a 14b l Oa 2b Fom 3 Yes No Y x x x (2O14) 4E121 1_OOO P83545 M'726 5/4/216 4:49:23 PM 62s1. PAGE 5

98 'f Form 99 Part lv a d 25a b G b a b 35a b Cheklist of uired FLORIDA TOUR]SM INDUSTRY MARKETING CORP, INC Did the organization report more than $5, of grants or other assistane to any domesti organization or domesti Aovernment on Part l, olumn (A), line 1? If 'Yes," omplete Shedule l, Pafts I and ll. Did the organization report more than $5, of grants or other assistane to or for domesti individuals on Part l, olumn (A), line 2? If 'Yes," omplete Shedule l, Pañs I and lll Did the organization answer 'Yes" to Part Vll, Setion A, line 3, 4, or 5 about ompensation of the organization's urrent and former offiers, diretors, trustees, key employees, and highest ompensated employees? If Yes," omplete Shedule J.... Did the organization have a tax-exempt bond issue with an outstanding prinipal amount of more than $1, as of the last day of the year, that was issued after Deember 31, 22? lf ^/es," answer lines 24b through 24d and omplete Shedule K lf "No," go to line 25a. Did the organization invest any proeeds of tax-exempt bonds beyond a temporary period exeption?-.... Did the organization maintain an esrow aount other than a refunding esrow at any time during the year to defease any tax-exempt bonds? Did the organization at as an "on behalf of issuer for bonds ortstanding at any time during the year2. Setion 5f ()(3), 51()(4), and 51()(29) organizatio rs. Did the organization engage in an exess benefit transation with a disqualified person during the year? If Yes," omplete Shedule L, Part I ls the organization aware that it engaged in an exess benefit transation with a disqualified person in a prior year, and that the transation has not been reported on any of the organization's prior Forms 99 or 99-EZ? If 'Yes," omplete Shedule L, Pañ I Did the organization report any amount on Part, line 5, 6, or 22 for reeivables from or payables to any urrent or former offiers, diretors, trustees, key empbyees, highest ompensated employees, or disqualified persons? If 'Yes," omplete Shedule L, Pañ ll Did the organization provide a grant or other assistane to an offier, diretor, trustee, key employee, substantial ontributor or employee thereof, a grant seletion ommittee member, or to a 35% ontrolled entity or family member of any of these persons? If Yes," omplete Shedule L, Part lll. Was the organization a party to a business transation with one of the following parties (see Shedule L, Part lv instrutions for appliable filing thresholds, onditions and exeptions): A urrent or former offier, diretor, trustee, or key employee? lf 'Yes," omplete Shedule L, Pañ lv A family member of a urrent or former offier, diretor, trustee, or key employee? lf 'Yes," omplete &hedule I- Part IV An entity of whih a urrent or former offier, diretor, truslee, or key employee (or a family member thereof) was an offier, diretor, trustee, or diret or indiret owner? If '\ès," omplete Shedule L, Paft lv Did the organization reeive more than $25, in non-ash ortributions? lf "Yes," omplete Shedule M.. -. Did the organization reeive ontributions of art, historial treasures, or other similar assets, or qualified onservation ontributions? lf "Yes,'omplete Shedule M... Did the organization liquidate, terminate, or dissolve and :ease operations? lf 'Yes," omplete Shedule N, Pañ l.. Did the organization sell, exhange, dispose of, or transfer more lhan 25o/o of its net asseß? lf 'Yes," omplete Shedule N, Pa t ll Did the organization own 1% of an entity disregarded as separate from the organization under Regulations setions and ? lf 'Yes," omplete Shedule R Paft I Was the organization related to any tax-exempt or taxable entity? lf ^(es," omplete Shedule R Pañ Il, lll, or lv, and Pañ V, line 1 Did the organization have a ontrolled entity within the meaning of setion 512(b)('13)? lf 'Yes" to line 35a, did the organization reeive any payment from or engage in any transation with a ontrolledentitywithin themeaningof setionsl2(b13)? lf'yes,"ompletesheduler,partv, line Setion 51(3) organizations. Did the organization rrake any transfers to an exempt non-haritable related organization? If 'Yes," omplete Shedule R Paft V, line 2. Did the organization ondut more than 5% of its ativities lhrough an entity that is not a related organization and that is treated as a partnership forfederal inome taxpurposes? lf qfts," omplete Shedule R, PaftVI.. 38 Did the organization omplete Shedule O and provide ep anations in Shedule O for Part Vl, lines 11b and a 24b 24 24d 25a 25b a 28b a 35b Yes x No x x x Y x 4 rorm 99 (zot ) JSA 4E13 1_ P83545 M'726 5/4/2L6 4:49:.23 PM PAGE 6

99 Form 99 (214) f,lflm 1a b 2a b 3a b 4a 5a b 6a FLORTDA TOURTSM INDUSTRY MARKETING CORP, INC Statements Regarding Other trs Filings and Tax Gompliane C if toa line in this Part V Enter the number reported in Box 3 of Form 196. Enter -- if not appliable... Enter the number of Forms W-2G inluded in line 1a. Enter -- if not appliable.. Did the organization omply with bakup withholding rules for reportable payments reportable gaming (gambling) winnings to prize winners? Enter the number of employees reported on Form W-3, Transmittal of Wage and Tax Statements, filed for the alendar year ending with or within the yaar overed by this return 1a 21 lb to vendors and lf at least one is reported on line 2a, did the organization file all required federal employment tax returns? Note. lfthesumof lineslaand2aisgreaterthan25,youmryberequiredtoe-file(seeinstrutions)... Did the organization have unrelated business gross inome of $1,,1 or more during the year?. lf "Yes,"hasitfiledaForm99-Tforthisyear?lf "No'toline3b,provideanexplanationinSheduleO... At any time during the alendar year, did the organ zat on have an nterest in, or a signature or other authority over, a finanial aount in a foreign ountry (suh as a bank aount, seurities aount, or other finanial aount)? b lf "Yes," enter the name of the foreign ountry: Þ See instrutions for filing requirements for FinCEN Form 114, F.eport of Foreign Bank and Finanial Aounts (FBAR). b a b d e f (, h a b a b a b 12a b 't3 a b 14a JSA Was the organization a party to a prohibited tax shelter transation at any time during the haxyear? Did any taxable party notify the organization that it was or is a party to a prohibited tax shelter transation? lf 'Yes" to line 5a or 5b, did the organization file Form 8886-T? Does the organization have annual gross reeipts that are normally greater than $1,, and did the organization soliit any ontributions that were not tax dedutible as haritable ontr butions? lf 'Yes," did the organization inlude w th every soliitat on an express statement that suh ontributions or gifts were not tax dedutible? Organizations that may reeive dedutible ontributions under setion 17(). Did the organization reeive a payment in exess of $75 made partly as a ontribution and partly for goods and servies provided to the payor? lf "Yes," did the organization notify the donor of the value of the gods or servies provided? Did the organization sell, exhange, or otherwise dispose of tangible personal property for whih it was required lo file Form 8282? lf "Yes," indiate the number of Forms 8282 ltled during the year 7d Did the organization reeive any funds, diretly or indiretly, to pay premiums on a personal benefit ontrat? Did the organization, during the year, pay premiums, diretly or indiretly, on a personal benefit ontrat?.... lf the organ zation reeived a ontribution of qualified intelletual prperty, d d the organizat on file Form 8899 as required? lf the organ zat on ree ved a ontribution of ars, boats, airplanes, or other vehiles, did the organ zat on f le a Form 198-C? Sponsoring organizations maintaining donor advised funds. Did a donor advised fund maintained by the sponsoring organization have exess business holdings at any time during the yea?.. Sponsoring organizations maintaining donor advised funds. Did the sponsoring organization make any taxable distributions under setion 4966? _ D d the sponsoring organization make a distribution to a donor, dnor advisor, or related person? Setion 51()(7) organizations. Enter: lnitiation fees and apital ontributions inluded on PartVlll, line'2... Gross reeipts, inluded on Form 99, PartVlll, line 12, forpubliuseof lubfailities.... Setion 51()(12) organizations. Enter: Gross inome from members or shareholders Gross inome from other soures (Do not net amounts due or paid to other soures against amounts due or reeived from them.) Setion 4947(al(11 non-exempt haritable trusts. ls the organzation filing Form 99 in lieu of Fo m 141? lf "Yes," enter the amount of tax-exempt interest reeived or arued during the year 12b Setion 51()(29) qualified nonprofit health insurane issuers. ls the organization liensed to issue qualified health plans in more than one state?. Note. See the instrutions for additional information the organizat on must report on Shedule O. Enter the amount of reserves the organization is required to maintain by the states in whih the organization is liensed to issue qualified health plans Enter the amount of reserves on hand Did the organization reeive any payments for indoor tanning servies during the taxyea? tf " has it filed a Form 72 to re these ents? /f an ìn 4E P83545 rrl 26 5/4/2A16 4:, 49 :23 Pl a 1b 11a 11b 13b 13 L34 1 2b 3a 3b 4a 5a 5b 5 6a 6b 7a 7b 7 7e 71 7q 7h I 9a 9b 12a 13a 14a 14b Yes Page 5 No Form 99 (214) PAGE 7

100 Formee(214) FLORIDA TOURISM INDUSTRY MARKETING CORP, INC eage 6 EM Governane, Management, and Dislosure For eah "Yes" response to lines 2 through 7b below, and for a "No" response to line 8a, 8b, or 1b below, desribe the iruínstanes, proesses, or hanges in Shedule O. See instrutions. Chek if Shedule O ontains a response or note to any line in this Part Vl.. ent 1a Enter the number of voting members of the governing body at the end of the tax year lf there are mater al d fferenes in vot ng r ghts among members of thegoverning body, or if the govern ng body delegated broad authority to an exeut ve omm ttee or similar ommittee, erplain in Shedule O. 1a 3 b Enterthenumberofvotingmembersinludedinlinela,above,whoareindependent.. 1b 2 Did any offier, diretor, trustee, or key employee have a family relationship or a business relationship with any other offier, diretor, trustee, or key employee? Did the organization delegate ontrol over management duties ustomar ly performed by or under the diret supervision of offiers, diretors, or trustees, or key employees t a management ompany or other person?. 4 Did the organ zat on make any signifiant hanges to its governing douments sine the prior Form 99 was filed? a 8 b a b Did the organization beome aware dur ng the year of a signifiant diversion of the organization's assets?... Did the organization have members orstokholders?.... Did the organ zat on have members, stokholders, or other persons who had the power to elet or appoint one or more members of the govern ng body? Are any governane deisions of the organization reserved to (or subjet to approval by) members, stokholders, or persons other than the governing body?. Did the organization ontemporaneously doument the meetings held or wr tten at ons undertaken dur ng the year by the following: The governing body?.. Eah ommittee with authority to at on behalf of the governing bodf. ls there any offier, diretor, trustee, or key employee listed in Part Vll, Setion A, who annot be reahed at the maili address? /f the names andaddresses in Shedule O 9 s Setion B. Poliies Setion B information about not the lnternal Revenue Code. 1Oa b 't1a b 12a b l5 a b 16a b Did the organization have loal hapters, branhes, oraffiliates? lf 'Yes," did the organization have written poliies and proedures govern ng the ativities of suh hapters, affiliates, and branhes to ensure their operations are onsistent with the organization's exem pt purposes?... Has the organization provided a omplete opy of th s Form gg to all members of its govern ng body before filing the fofm?. Desribe in Shedule O the proess, if any, used by the organization to reviewthis Form 99. Did the organization have a written onflit of interest poliy? lf "No," go to line 13 Were offiers, diretors, or trustees, and key employees required to dislose annually interests that ould give risetoonflits?... Did the organization regularly and onsistently monitor and enfore ompliane with the poliy? lf "Yes," desribe in Shedule O how this was done Did the organization have a written whistleblower poliy?. Did the organization have a written doument retention and destution poliy?. Did the proess for determining ompensation of the following persons inlude a review and approval by independent persons, omparability data, and ontemporaneous substantiation of the deliberation and deision? The organization's CEO, Exeutive Diretor, or top management lff al Other offiers or key employees of the organization lf "Yes" to line 15a or l5b, desribe the proess in Shedule O (see instrutions). Did the organization invest in, ontribute assets to, or partiipate in a joint venture or similar arrangement with a taxable entity during the yeat? lf 'Yes," did the organization follow a written poliy or proedure requiring the organization to evaluate its partiipation in joint venture anangements under appliable federal tax law, and take steps to safeguard the nization's exem status with to suh 16b Setion C. Dislosure 17 List the states with whih a opy of this Form 99 is required to e filed NONE l8 Setion 614 requires an organization to make 99, and 99-T (Setion 51()(3)s only) available for publi inspetion. lndiate how you ly. Own website other's website x Upon request fl Ott'er (exptain in Shedute O) Ien 19 Desribe in Shedule Owhether (and if so, how) the organization made its governing douments, onflit of interest poliy, and finanial statements available to the publi during the tax year- 2 State the name, address, and telephone number of the person vrho possesses the organization's books and reords: > L 3C t2 7tr 8a 8b 1 ÍJâ 1b 11a 12a 12b 'l5a 1str 16a Yes Yes x No No l.ooo rorm 99 (zot ) PE3545 M726 5/4/276 4:49:23 PM PAGE B

101 Form 99 (214) FLORIDA TOURTSM TNDUSTRY MARKETING CORP, INC Pæe7 f,lfiryl Gompensation of lndependent Gor trators Chek if Shedule O ontains a response or note to any line in this Part Vll.. n Setion A. Offiers, Diretors, Trustees, Key Employees. and Hiqhest Compensated Employees la Complete this table for all persons required to be listed. Reput ompensation for the alendar year ending with or within the organization's tax year. o List all of the organization's urrent offiers, diretors, trustees (whether individuals or organizations), regardless of amount of ompensation. Enter -- in olumns (D), (E), and (F) if no ompensation was paid. r List all of the organization's urrent key employees, if any. See instrutions for definition of "key employee." o List the organization's five urrent highest ompensated employees (other than an offier, diretor, trustee, or key employee) who reeived reportable ompensation (Box 5 of Form W-2 andlr Box 7 of Form 199-MISC) of more than $1, from the organization and any related organizations. List all of the organization's former offiers, key employees, and highest ompensated employees who reeived more than $1, of reportable ompensation from the organization and any related organizations. o List all of the organization's former diretors or trustees that reeived, in the apaity as a former diretor or trustee of the organization, more than $1, of reportable ompensation from the rganization and any related organizations. List persons in the following order: individual trustees or diretors; institutional trustees; offiers; key employees; highest ompensated employees; and former suh persons. l-l Cnet this box if neither the organization nor any related organizat'on ompensated any urrent offier, diretor, or trustee. (A) Name and ïtle (B) Average hours per week ltist an hours for rêlated org anizations below dotted l ne) omer and a d retor/trustee) o-- o I ^o õ' o -, o ã o P o () Postion (do not hek more than one box, unless pe:son is both an oo og d!ù o xo o 3þ o OT!t 3õ' õo o8 3! o = o oq 3 o (D) Reportable ompensation from the organization (w mrsc) (E) Reportable ompensation from related organizations (w mrsc) (F) Est mated amount of other ompensat on from the organizat on and related organ zations HERTZ CHAIRMAN ox DTRECTOR ILL LUPFER CHATR OF PUBLIC AFFAIRS Y CORNWELL DIRECTOR DOVER DIRECTOR STTNE DUFFY DIRECTOR WILLIAMS DIRECTOR I8IDANNY GAEKVíAD SECRETARY IgìDAVÏD REESE DTRECTOR IIOIGLENN HASTINGS D]RECTOR 111)JEFF CASTNER DIRECTOR f12jg_eise POTTÏNGA DIRECTOR TOMLTN VICE CHATR f1ð_tino MALDONADO JSA CHAÏR OF ÏND. RELATIONS t_. l_. Y C C porm 99 (zor ) 4Eí41 I P83545 M726 5/4/276 4:49:.23 PM PAGE 9

102 Form 99O Part Vll Setion A. (A) Name and title FLORIDA TOURISM INDUSTRY MARKETING CORP, TNC Diretors ( 1.5) MALTNDA HORTON DIRECTOR ( 16) ROBERT SKROB DIRECTOR ( 71) TONY DAVIS DTRECTOR (1 /1/2:-4-3 / 3r/ 21.5) 1 18) TAMMY GUSTAESON IMMEDIATE PAST CHAÏR ( 19) rhom STORK DIRECTOR ( 2) TERRY PRATHER CHAIR OF MARTKETING COUNCIL ( 2I) JOE MURGALO DTRECTOR (1 / 7/213-1 /1,4/ :-4) ( 22) MARYANN FERENC CHAÏR OF AUDIT COMMITTEE 1 23) RICK MCALLISTER DIRECTOR ( 24) ITILLIAM TALBERT TREASURER ( 25) LUANNE LENBERG DTRECTOR (B) Average houe per week (list æy hours ior related organizat ons below dotted l ne) b Sub-total Total from ontinuat on sheets to Part Vll, Setion A d Total lines lb and 1 ofüer and a diretor/trustee) l 61 9ã T 3õ' o ^o =< Þt ==' -. 8e 3 oè r= - o o õ'þ p. s o e o o o () Þogtion (do not hek more than one box, unless psson is both an x x o-@ o8 3! o - Þ o (D) Reportable ompensation from the organ zation (w-2lr99-mrs) C C 7, , 424, 966. (E) Reportable ompensation from related organizations (w-2l199-mrsc) 2 Total number of individuals (inluding but not limited to those l sted above) who reeived more than $1, of reportable ompensation from the organization Þ '7 and Did the organization list any former offier, diretor, or trusteè, key employee, or highest ompensated employee on line 1a? If "Yes," omplete Shedule J for suh individual 4 For any individual listed on line 1a, is the sum of reportable ompensation and other ompensation from the organizat on and related organizations greater than $15,C? lf Yes," omplete Shedule J for suh individual. 5 Did any person listed on line 1a reeive or arue ompensat on lrom any unrelated organization or individual for servies rendered to the tf Shedute J for suh Setion B. lndependent Gontrators 1 Complete this table for your five highest ompensated independent ontrators that reeived more than $1, of ompensation from the organization. Report ompensation for the aiendat yea( ending with or within the organization's tax year. C C C (F) Estimáed amount of other ompensat on from the org a n izat on and related o rg a n ization s I 71 I,382. L"7 8,382. Yes No x (A) Name and business address (B) Desription of servies () Compensation 2 Total number of independent ontrators (inluding but not limited to those listed above) who reeived more than $1, in ompensation from the organization Þ 5 4E P83545 M'726 5/4/2L6 4:49:.23 PM 625'7. Form (2o14) PAGE 1

103 Form 99 Part Vll o) 2_L)_ 2_1)_ 2_9_)_ 1q)_ Setion A. (A) Name and title PATRTCK MURPHY DÏRECTOR SHARON STSKTE DIRECTOR BECKY BRÃGG DTRECTOR BILL IÍAÏCHULTS DIRECTOR T. GENE PRESCOTT DIRECTOR ( 1i-)- THERRIN PROTZE DÏRECTOR ( 1z'-t- VTRGINIA HALEY DTRECTOR ( 33) EVANGELINE FIELDS Fo ( 34) J VÙTLLTAM SECCOMBE PRESIDENT/ CEO ( 11)_ SUSANNAH COSTELLO ( 1q)_ VP BRAND DAV]D DODD VP VISITOR SERVICES I b Sub-total FLORIDA TOURISM TNDUSTRY MARKETING CORP, TNC (B) Average houf per week (list any hours for related organ zations below dotted Iine) _ offiær and a diretor/trustæ) t o xo a o o 3 E oo õ' f!t E o () rosition (do not h3k more than one box, unless person s both an oq dio ô 6'o e x x o and H EI J6!J o-o o- o8 3! o= x x o o è 1 o 3 o (D) Reportable ompensation from the organizat on (w mrsc) 256,236?/o troo 17 8, ,95 C C ( (E) Reportable ompensat on from related organizations (w-2lr99-mrs) Total from ontinuation sheets to Part Vll, Setion A d Total lines 1b and I 2 Total number of individuals (inluding but not limited to those liste above) who reeived more than $1, of reportable ompensation from the organization Þ 7 3 Did the organization list any former offier, diretor, or trustee, employee on line 1a? lf "Yes," omplete Shedule J for suh individual. Em key employee, or highest ompensated 4 For any individual listed on line 1a, is the sum of reportable ompensation and other ompensation from the organization and related organizations greater than $15,A? lf 'Yes," omplete Shedule J for suh individual 5 D d any person listed on line 1a reeive or arue ompensation from any unrelated organization or individual for servies rendered to the o nization? lf Shedule J for suh Setion B. lndependent Gontrators 1 Complete this table for your five highest ompensated independent ontrators that reeived more than $1, of ompensation from the organization. Report ompensation for the alendat year ending with or within the organization's tax year. (A) Name and business address (B) Desription of servies (F) Estimated amount of other ompensat on from the organ ization and related org an zation s l_5 ' Yes () Compensation No I 2 Total number of independent ontrators (inluding but not limited to those listed above) who reeived more than $1, in ompensation from the organization Þ 4E155 t. P83545 M'726 5/4/2L6 4:49:23 PM 625'7 - Form (214\ PAGE 11

104 Form 99 Part Vll FIORIDA TOUR]SM INDUSTRY MARKETTNG CORP, INC Setion A. Diretors and (A) (B) () Name and title ( 37 ) KTMBER],Y FAU],K VP MRKT. SOT,UTIONS & SALES ( 38) PAUL PHIPPS Mo ( 39) MARLENE SQUTRES-SIÍANSON DIRECTOR OF GLOBAL ADVERTIS]NG Average houß ps week (list try hours for related organizalions below dotted l ne) Pos t on (do not hek more than one box, unless person is both an off er and a d retor/trustee) o= OT T ^o 3(E' o sã õ' Þt =- o o õ-o 3 diq 3 o oé -.! õo e d o o 3! ojp o (D) Reportable ompensat on from the organization (w-2l199-mrsc) L21, ,I8-1ro ôôo (E) Reportable ompensation from related organizations (w-2l199-mrsc) (F) Est mated amount of other ompensat on from the org an zat on and related organizat ons B 543 1b Sub-total Total from ontinuation sheets to Part Vll, Setion A d Total lines lb and I 2 Total number of individuals (inluding but not l mited to those listed above) who reeived more than $1, of ble om from the anization Þ 3 Did the organization list any former offier, diretor, or trustee, key employee, or highest ompensated employee on line 'la? lf "Yes," omplete Shedule J for suh individual 4 For any individual listed on line 1a, is the sum of reportable ompensation and other ompensation from the organization and related organizations greater than $15,? If Yes," omplete *hedule J for suh individual... 5 Did any person listed on line 1a reeive or arue ompensatin from any unrelated organization or individual for servies rendered to the o anization? lf Shedule J for suh Setion B. lndependent Contrators 1 Complete this table for your five highest ompensated independent ontrators that reeived more than $1, of 1 ompensation from the organization. Report ompensation for the alendar year ending with or within the organization's tax year Yes x No (A) Name and business address (B) Desr ption of servies () Compensat on 2 Total number of independent ontrators (inluding but not limited to those listed above) who reeived more than $1, in ompensation from the organization Þ 4E155't. PE35 45 M' / 4 / 2L6 4 : 49 :23 PM 625'7. Fom (214) PAGE 12

105 Form 99 (214) [l[ül[ FLORIDA TOURISM TNDUSTRY MARKETING CORP, INC. Statement of Revenue Chek if Shedule O ontains a or note to line in this Part Vlll. (A) Total revenue (B) Related or exempt fu ntion revenue ease9 () Unrelated bus ness reven ue (D) Reven u e exluded from tax u n der setions 5't2-514 ttt o 6f öp vî< i5s ù.e äø Ëó 1a b d e f Federated ampaigns Membership dues.. Fundraising events. Related organizations Government grants (ontributions). All other ontributions, gifis, grants, =o ãe (J6 and sim lar amounts not inluded above g Nonash ontributions inluded n lines 1a-lf: $ Business Code 73.s. o 't o tt, E G t o a- 2a b MEMBERSHIP DUES.AND ASSESSTÍENTS aôôp Àm ÊPTlqlNê TRÀDE SHo'Is,/EVENTS d WEÎ.'ÔMÊ 'ENTÊR e ÃDVÊÊTTSING REIMR f All other program servie revenue ' '7. 8IA - a )12 )41 q?r T 1Á 44 )Rq ' s '7'1. BlA a 21) )41 r q? lnf 71? Qnq lnvestment nome ( nlud ng dividends, nterest, andothersimilaramounts).... > lnome from investment of tax-exempt bond proeeds Þ Royalties Reel ( i) Personal ? 6a b d TA Gross rents Less: rental epenses. Rental inome or (loss) Net rental inome or ( Gross amount from sales of assets other than inventory (i) Seur ties (ii) Other b Less: ost or other basis o o o É, o I o and sales elpenses. Gain or (loss) d Net ga n or (loss) 8a b 9a b Gross inome from fundra s ng events (not inluding S of ontributions reported on line 1). See Part lv, line 18,... a Less. d ret e&enses. b Net nome or (loss) from fundrais ng events. - Græs inome from gaming at v t es. SeePartlV, line19... a Less: diret epenses, b Net inome or (loss) from gaming ativities. 1a Græs sales of inventory returns and allowanes less a b Less. ost of goods sold Net inome or from sales of M sellaneous Revenue b Bus ness Code 11a b d e 't2 OTHER OPER-A.TING REVENUE CITRI]S JIIÌCE REVENI]E All other revenue, Total. Add l nes I I a-1 ld ?1.88 t1ê?n? re? AA?,4.1?n , ì)t f?? JSA 4E15r 1 P83545 M] 26 5/4/216 4:49:.23 PM rorm 99 lzota; PAGE 13

106 :l Formseo(214) FLORIDA TOURISM INDUSTRY MARKETTNG CORP, INC pæe1 Setion 51 and 51 must all olurms. All other must olumn ontains a response or note to line in this Part l Do not inlude amounß rpor@ on linæ 6b, 7b, 8b,9b, and 1b of PadVlll. I Grants and other assistane to domesti organizations and domestigovemments. See Part lv, l ne21,... 2 Grants and other assistane to domesti individuals. See Part lv,line22 3 Grants and other ass stane to foreign organizations, foreign governments, and foreign individuals. See Part lv, lines I 5 and 16 4 Benef ts paid to or for members. 5 Compensation of urrent offiers, diretors, trustees, and key employees 6 Compensation not nluded above, to disqualified persons (as def ned under set on 4958(f1)) and 7 I 9 l l3 14 l5 l6 17 t8 l persons desribed in set on 4958()(3B) Other salaries and wages Pension plan aruals and ontributions (inlude setion 41 (k) and 43(b) employerontr but ons) Other employee benefits, Payroll taxes Fees for servies (non-employees): a Management b Leoal Aounting. d Lobbying e Professional fundraising servies. See Part lv, line 17 f lnvestment management fees I Othef. (f ine 'tlg amount qæeds 1% of line 25, olumn (A) amount, list line 119 epenses on Shedule O.).,..,. Advertising and promotion Offie epenses lnformation tehnology. Royalt es, Ouoanv Travel. Payments of travel or entertainment expenses for any federal, state, or loal publi offiials Conferenes, onventions, and meetings lnterest Payments to affiliates. Depreiat on, deplet on, and amortizat on. lnsurane Other elpenses. ltemize erpenses not overed above (L st misellaneous expenses n l ne 24e. lf line 24e amount exeeds 1% of l ne 25, olumn (A) amount, list line 24e Ðgênses on Shedule O.) a TOURTSM RES b FULFIL],MENT DUES & SUBSCRTPTIONS d CITRUS JUICE e All other expenses 25 Total funt onal Add l nes I 24e 26 Jo nt osts. Complete th s line only f the organization reported in olumn (B) joint osts from a ombined eduational ampaign and fundraising soliitation. Chek here > I I t following SOP 98-2 (ASC ) 4E152't. (A) Total elpenses? tr,e,? to3 4,53 t'7' ,841 'l,882,34) 3'7 t, B6I I, 6'7,84t). 65,954 r23,43. 39,6 2,31'7,94'7. 87,725,454. 1,322, 64L. 3, 94, ,7 83-2,555,581. 2,46, 453 C t ( 7,272,'7' ,1 46. r,794, ,15 25,r5. 2L,96 3r2,527 L7'7,246,94. C (B) Program servie e)qenses P83545 M'726 5/4/276 4:49:.23 PM () Management and qenefal e pens s (Dl Fundraising Form 99 (2i4) PAGE 14

107 Part I 9 1 't1 't2 13 ' Cash - non-interest-bear ng Savings and temporary ash nvestments. Pledges and grants reeivable, net Aounts reeivable. net Loans and other reeivabt"; i;;'"r""ni I'io' r"*"i åti J"ä, å i""täo,' trustees, key employees, and highest ompensated employees. Complete Part ll of Shedule L... Loans and other reeivables from other disqual fied persons (as defined under setion 4958(f1)), persons desribed in setion a958()(3)(b), and ontrituting employers and sponsoring organizations of setion 51(xg) voluntary emrlo /ees' benefiiary organizat ons (see instrutions). Complete Part ll of Shedule L Notes and loans reeivable, net. lnventories for sale or use Prepaid expenses and deferred harges.... a Land, buildings, and equipment: rst or other basis. Complete Part Vl of Shedule D b Less: aumulated depreiation lnvestments - publily traded seurities lnvestments - other seurities. See Part lv, line 1'l. lnvestments - program-related. See Part lv, line 1'l la lntangible assets Other assets. See Part lv, line 11 Total assets- Add lines 1 throuoh l5 lmust eoual line 341 Aounts payable and arued epenses. 5,2]-3,'774- Grants payable. Deferred revenue Tax-exempt bond liabilities Esrow or ustodial aount liability. Complete Part lv of Stedule D.... Loans and other payables to urrent and former oifiers, diretors, trustees, key employees, highest ompensated employees, and disqualified persons. Complete Part ll of Shedule L.... Seured mortgages and notes payable to unrelated third parles Unseured notes and loans payable to unrelated third part,es. Other liabilities (inluding federal inome tax, payables to related third part es, and other liabilities not inluded on l nes 17-24). Complete Part of SheduleD Total liabilities. Add lines 17 throuqh 25. Organizations that follow SFAS 117 (ASC 958), hek here Þ omplete lines 27 through 29, and lines 33 and Unrestrited net assets Temporarily restr ted net assets Permanently restrited net assets,. FLORIDA TOURISM INDUSTRY MARKETING CORP, ]NC Organ zations that do not follow SFAS I I 7 (ASC 958), hek here Þ omplete lines 3 through 34. Capital stok or trust prinipal, or unentfunds... Paid-in or apital surplus, or land, building, or equipment fund.. Retained earnings, endowment, aumulated inome, orotherfunds Total net assets orfund balanes Total liabilities and net assets/fund balanes. in this Part. and and (A) Beginning of year 2 23,384,7 L2 ( 9, '7 2, 54 ( 2,88, 66r 2,23'7,732 ( 12, 3'7 t53,245 19,992, 449 L,]-'7, 69 2\,:-63,]-39 1r,193,1 3-5, L46, 43 16,34,16. 37,53,245. ( ( ( ( ( ( ( ( Form o o ad u, ]D o =5.g J o t) tr g le El!t Ê, l - L o o o to tt o z Balane Sheet Chek if I l l (B) End of year 2 24,288, 946 L,L'1 8, I, , 38,635,891 2,33,393 1,26,79 2a ]-3,238,92 4, tsg,29' s 891. rorm 99 (zor ) JSA 4E PE'35 45 N 'l 26 5 / 4 / : 49 :23 PM PAGE 15

108 Form 99O Part l FLORIDA TOURTSM INDUSTRY MARKETING CORP, INC Chek if Shedule O ontains a or note io line in this Part l Total revenue (must equal Part Vlll, olumn (A), line 12) Total expenses (must equal Part l, olumn (A), line 25)... Revenue less expenses. Subtrat line 2 from line 1.. Net assets or fund balanes at beginning of year (must equd Part, line 33, olumn (A)) Net unrealized gains (losses) on investments Donated servies and use of failities lnvestment expenses Prior period adjustments Other hanges in net assets or fund balanes (eplain in Shedule O)... 1 Net assets or fund balanes at end of year. Combine lines 3 through 9 (must equal Part, line 33, olumn Part ll Finanial Statements and Reporting Chek if Shedule O ontains a or note to line in this Part ll.. 1 Aounting method used to prepare the Form 99: f-l Casfr Aruat l-l otn"t lf the organization hanged its method of aounting from a prior year or heked "Other," explain in Shedule O. 2a Were the organization's finanial statements ompiled or reviewed by an independent aountant?..... lf 'Yes," hek a box below to indiate whether the finanial statements for the year were ompiled or reviewed on a separate basis, onsolidated basis, or both: l-l separate basis f Consolidated basis I eotn :onsolidated and separate basis b Were the organization's finanial statements audited by an independent aountant?... lf 'Yes," hek a box below to indiate whether the finanial statements for the year were audited on a basis, onsolidated basis, or both: Separate basis l-l Consolidated basis [-l Aoth :onsolidated and separate bas s lf 'Yes" to line 2a or 2b, does the organizat on have a omrittee that assumes responsibility for oversight of the audit, review, or ompilation of its finanial statements and seletion of an independent aountant? lf the organization hanged either its oversight proess or seletion proess during the tax year, explain in Shedule O. 3a As a result of a federal award, was the organization required to undergo an audit or audits as set forth in the Single Audit At and OMB Cirular A-133? b lf 'Yes," did the organization undergo the required audit or audits? lf the organization did not undergo the audit or lain in Shedule O and U suh audits I I l ,33,187. t1_1,246,94. L, 56,283 16,34,!6 77,396,389. 2a 2b 2 3a 3b Yes No rorm 99 (eot ) JSA 4E PE'3545 N1726 5/4/2L6 4:49223 PM 625'7. PAGE 16

109 Shedule B (Form 99, 99-EZ, or 99-PF) ofthe Treasury Name of the organ zat on FLORTDA TOURTSM ÏNDUSTRY MARKETTNG CORP, ÏNC Organization type (hek one) Shedule of Gontributors Þ Attah to Form 99, Form 99-EZ, or Form 99-PF. Þ lnformation about Shedule B (Form 99, 99-EZ, or gg)+f) and ts instrut ons s at OMB No @14 Em ployer ident f at on number Filers of: Setion: Form 99 or 99-EZ 5f ()( 6 ) (enter number) organization a9a7@)(1) nonexempt haritabþ trust not treated as a private foundation 527 politial organization Form 99-PF 51 ()(3) exempt private foundation a9a7@)(1) nonexempt haritabþ trust treated as a private foundation 51 (3) taxable private foundation Chek if your organization is overed by the General Rule or a Speial Rule. Note. Only a setion 51 ()(7), (8), or (1) organization an hek bo es for both the General Rule and a Speial Rule. See instrutions. General Rule For an organization filing Form 99, 99-EZ, or 99-PF that reeived, during the year, ontributions totaling $5, or more (in money or property) from any one ontributor. Cornplete Parts land ll. See instrutionsfordetermining a ontributor's total ontributions. Speial Rules For an organization desribed in setion 51 ()(3) filing Form 99 or 99-EZ that met the 33 1/3 % support test of the regulations under setions 59(a)(1) and 17(b)(1)(A)(vi), that heked Shedule A (Form 99 or 99-EZ), Part ll, line 1 3, I 6a, or 1 6b, and that reeived from any one ontributor, during the year, total ontributions of the greater of (l ) $5, or (21 2o/o of the amount on (i) Form 99, Part Vlll, line t h, or (ii) Form 99-EZ, line 1. Complete Parts I and ll. For an organization desribed in setion 51()(7), (8), or (11) filing Form 99 or 99-EZ that reeived from any one ontributor, during the year, total ontributions of more than$'1, exlusivelytor religious, haritable, sientif, literary, or eduational purposes, or the prevention of ruelty to hildren or animals. Complete Parts l, ll, and lll. For an organization desribed in setion 51(7), (8), or (11) filing Form 99 or 99-EZ that reeived from any one ontributor, during the year, ontributions exlusiye/yfor religious, haritable, et., purposes, but no suh ontributions totaled more than $1,. lf this box is heked, enter here the total ontributions that were reeived during the year for an exlusively religious, haritable, et., purpose. Do not omplete any of the parts unless the General Ruleapplies to this organization beause itreeived nonexlusively religious, haritable, et., ontributions totaling $5, or more during the year >$ Gaution. An organization that is not overed by the General Rule and/or the Speial Rules does not file Shedule B (Form 99, 99-EZ, or 99-PF), but it must answer "No" on Part lv, line 2, of its Form 99; or hek the box on line H of its Form 99-EZ or on its Form 99-PF, Part l, line 2, to ertify that it does not meet the filing requirements of Shedule B (Form 99, 99-EZ, or 99-PF). For Paperwork Redution At Not e, see the lnstrut ons for Form 99, 99-EZ, or 99-PF. Shedule B (Form 99, 99-EZ, or 99-PF'l (2141 JSA OOO P83545 M726 5/4/2L6 4:49:23 PM 625'7. PAGE 17

110 Shedule B (Form 99,99-EZ, or99-pf) (214) ontributor (see instrutions). Use dupliate opies of Part I if additional spae is needed. (a) No. (b) Name, address, and ZIP + 4 () Total ontribúions (d) of ontribution 1 STATE OF FLORTDA Person 17 EAST MADISON TALLAHASSEE, FL BLDG 1a $,,. Payroll Nonash À (Complete Part ll for nonash ontributions.) (a) No. (b) Name, address, and zlp + 4 () Total ontributio rs (d) of ontribr tion 2 FLORIDA HOTEL AND RESTAURANT TRUST FUND 1-94 NORTH MONROE STREET $ s,. Person Payroll Nonash TALLAHASSEE FL (Complete Part ll for nonash ontributions.) (a) No. (b) Name. address. and ZIP + 4 () Total ontributions (d) of ontribúion $ Person Payroll Nonash (Complete Part ll for nonash ontributions.) (a) No. (b) Name, address, and ZIP + 4 () Total ontributions (d) of ontribution $ Person Payroll Nonash (Complete Part ll for nonash ontributions.) (a) No. (b) Name. address. and ZIP + 4 () Total ontributions (d) of ontribution $ Person Payroll Nonash (Complete Part ll for nonash ontr butions.) (a) No. (b) Name, address, and ZIP + 4 () Total ontribúions (d) of ontribution $ Person Payroll Nonash (Complete Part ll for nonash ontributions.) JSA Shedule B (Form 99, 99-EZ, or 99-PF) (214) 4E PE3545 M726 5/4/ :23 Pr4, 625'7.O PAGE 18

111 'l ffil Nonash Property (see instrutions). Use dupliate opies of Part ll if additional spae is needed. (a) No. from Part I (b) Desription of nonash property given () FMV (or estimate) (see instrutions) (d) Date reeived $ (a) No. from Part I (b) Desription of nonash property given () FMV (or estimate) (see instrutions) (d) Date reeived $ (a) No. from Part I (b) Desription of nonash property given () FMV (or estimate) (see instrutions) (d) Date reeived $ (a) No. from Part I (b) Desription of nonash property given () FMV (or estimate) (see instrutions) (d) Date reeived $ (a) No. from Part I (b) Desription of nonash property given () FMV (or estimate) (see instrutions) (d) Date reeived $ (a) No. from Part I (b) Desription of nonash properç given () FMV (or estimate) (see instrutions) (d) Date reeived $ JSA 4F OOO PE35 45 M' / 4 / : 49 :23 PM Shedule B (Form 99, 99-EZ, or 99+F) (214) PAGE 19

112 Shedule B Part lll or Nameof organization FLORIDA TOURISM INDUSTRy MARKETINç CORp, INC. Employer s 9-3 3s fuhtsively rel g ous, haritable, et., ontr but ons to organizations desr bed in setion 5f ()(7), (8), or (1) that total more than $l, for the year from any one ontributor. Complete olumns (a) through (e) and the following line entry. For organizations ompleting Part lll, enter the total of exlusively religious, haritable, et., ontributions of $1, or less for the year. (Enter this information one. See instrutions.) Þ $ Use du liate of Part lll if additional is needed. 4 from Part I (b) Purpose of g ft l) Use of g ft (d) Desript on of how gift is held (e) Transfer of gifr Transferee's name, address, andalp + 4 Relationship of transferor to transferee Part I (b) Purpose ofg ft () Use of g ft (d) Desription of how g ft s held (e) Transfêr of gift Transferee's name, address, and ZIP + 4 Relat onsh p of transferor to transferee Part I (b) Purpose of gifr () Use of gift (d) Desript on of how gift s held (e) Transfer of gifr Transferee's name, address, and ZIP + 4 Relat onsh p of transferor to transferee Part I (b) Purpose of g ft () Use of g ft (d) Desription of how g ft s held (e) Transfer of g ft Transferee's name, address, and ZIP + 4 Relat onsh p of transfêror to t ansferee JSA 4E P83545 M726 5/4/216 4:49:.23 PM Shedule B (Form 99, 99-EZ, or 99-PF) (214) 625'7. PAGE 2

113 SCHEDULE C (Form 99 or 99-EZ) Department of the Treasury Politial Gampaign and Lobbying Ativities For Organizations Exempt From lnome fax Under setion 51() and setion 527 Þ Gomplete f the organ zat on s desribed beldv. > Attah to Form 99 or Form 99-EZ. Þ lnformation about Shedule C (Form 99 or 99-EZ) and ts nstrut ons is at w*1v.rirs.govlform99. OMB No @14 lf the organ zat on answered "Yes," to Form 99, Part lv, line 3, or Form 99-EZ, Part V, line 15 (Politial Campaign At vities), then o Setion 5f ()(3) organizations: Complete Parts l-a and B. Do not omplete Part l-c. o Setion 51 () (other than setion 51(3)) organizations: Complete Parls l-a and C belo\,v. Do not omplete Part l-8.. Set on 527 organizalions: Complete Part l-a only. lf the organizat on answered "Yes," to Form 99, Part lv, line 4, or Form 99-EZ, Part Vl, line 47 (Lobby ng Ativities), then. Set on 51 ()(3) organizations that have filed Form 5768 (eletion under set on 51(h)): Complete Part ll-4. Do not omplete Part ll-8.. Setion 51()(3) organ zations that have NOT filed Form 5768 (eletion under setion 51(h)): Complete Part ll-8. Do not omplete Part ll-a lf the organ zat on answered 'Yes," to Form 99, Part lv, l ne 5 (Prory Tar) (see separate nstrut ons) or Form 99-EZ, Part V, l ne 35 (Prory Tax) (see separate nstrutions), then. Setion 5'l or Part lll. Name of organization Employer dentit at on number FLORIDA TOURISM INDUSTRY MARKETTNG CORP ïnc Part l-a Com if the o n rs exem under set on 51 or s a set on Provide a desription of the organization's diret and indiret politial ampa gn ativities in Part lv. 2 Politial expenditures > $ 3 Volunteer hours. tielfle:f Complete if the organization is exempt under set on 51(3l. I Enter the amount of any ex se tax inurred by the organizat on under setion Enter the amount of any exise tax inurred by organization managers under setion lf the organizat on inurred a setion 4955 tax, did it file Form 472Q for this year? a Was a orretion made? tf tn IV Part l-c Gom lete if the ization is under setion 51 setion 51 >$ Ì: Open to Publi lnspetion 1 Enter the amount diretly expended by the filing organization for setion 527 exempt funtion ativities >$ 2 Enter the amount of the filing organization's funds ontributed to other organizations for setion 527 exempt funtion ativities > $ 3 Total exempt funtion expenditures. Add lines 1 and 2. Enter here and on Form 112-POL, Iine 17b... >$ 4 D dthefilingorganizationfileformll2-polforthisyear?...1 lv"" I lno 5 Enter the names, addresses and employer identifiation number (ElN) of all setion 527 politial organizations to whih the filing organization made payments. For eah organization listed, enter the amount paid from the filing organization's funds. Also enter the amount of politial ontributions reeived that were promptly and diretly delivered to a separate politial organization, suh asa fund or a litial ation ommittee lf additional is needed, rovide information in Part fv. (r) (a) Name (b) Address () EIN (d) Amount pa d from filing organization's funds. lf none, enter --. Yes Yes No No (e) Amount of politial ontributions reeived and promptly and d retly delivered to a separate politial organizat on. lf none, enter --. (2) (3) (4) (s) (6t For Paperwork Redution At Notie, see the lnstrut ons for Form 99 or 99-EZ. Shedule C (Form 99 or 99-EZ) 214 JSA 4E OOO P83545 M'726 5/4/216 4:492,23 PM PAGE 21

114 Shedule C (Form 99 ot99o-ez)2o14 FI,ORIDA TOURISM INDUS:RY MARKETING CORP, INC P4e2 f,lfli fi Comptete if the organization is exempt under setion 51(3) and f led Form 5768 (elet on r n er setion 5f (h)). A Chek >L_l if the filing organization belongs to an affiliated group (and list in Part lv eah affiliated group member's name, address, ElN, epenses, and share of exess lobbying ependitures). B Chek > if the fi o anization heked boxa and 'limited ontrol" rovrsrons a 1a b d e Limits on Lobbying Expenditures (The term "expenditures" means amounts paid or irurred.) Total lobbying ependitures to influene publi opinion (grass roots lobbying).... Total lobbying erpenditures to influene a legislative body (diret obbying) Total lobbying erpenditures (add lines 1a and 1b) Other exempt purpose erpenditures Total exempt purpose erpenditures (add lines 1 and 1d) Lobbying nontaxable amount. Enter the amount from the fo,lorving table in both olumns. lf the amount on line le, olumn (a) or (b) is The lobbvino nontaxable amount is: Not over $5, Over $5, but not over $1,. Over $1,, but not over $1,5, Over $1.5. but not over $l 7.. Over $l 7,, 2% of the amount on l ne lê. S1. olus 15% of the e(ess over $5. $175. olus 1% of the er(ess over S1.. S225. olus 5% of the ex':ess over S1.5.. $1... g Grassroots nontaxable amount (enter25o/o of line 1f) h Subtrat line 'lg from line 1a. lf zero or less, enter -- i Subtrat line 'lf from line 1. lf zero or less, enter -- j ff there is an amount other than zero on either line th or line 'l i, did the organization Íile Form 472 (b) Affiliated group totals Iy"" [_lruo reporting setion tax for this yeaf 4-Year Averaging Period Under Setion 51(h) (Some organizations that made a setion 51(h) eletion do not have to omplete all of the five olumns below. See the separate instrutions for lines 2a through 2f.) Lobbying Expenditures During 4-Year Averaging Period (a) Filing organization's totals Calendar year (or fisal year beg nn ng in) (ai211 (bì212 () 213 l{dì214 (e) Total 2a Lobbying nontaxable amount b Lobby ng eiling amount (15ok of line 2a, olumn (e)) Total lobbying e&end tures d Grassroots nontð bleamount e Grassroots eiling amount (1 5% of line 2d, olumn (e)) f Grassroots lobbying erpenditures Shedule C (Form 99 or99-ezl2'14 JSA 4E't265 I P83545 M'726 5/4/2l.6 4:49:23 PM 625'7 - PAGE 22

115 FLOR]DA TOURISM INDUSTRY MARKET]NG CORP, INC Shedule C 99 or 214 Part ll-b if the organization is exempt under setion 5f (3) and has NOT filed Form 5768 under setion 5f (h)). For eah Yes," response to lines 1a through li below, provide in Pañ lv a detailed desription of the lobbying ativity. Yes (a) No Amount eage 3 1 a b d e f s h j 2 a b During the year, did the filing organization attempt to influene foreign, national, state or loal legislation, inluding any attempt to influene publi opinion on a legislative matter or referendum, through the use of: Volunteers? Paid starr or rä;"ö.ilåt f 'når.ioä tórp-en"äi oi'in eleá;; i"pórieb äñ linäd î"'t rär'igñ i jz' Media advertisements? Mailings to members, legislators, or the publi? Publiations, or published or broadast statements? Grantstootherorganizationsforlobbyingpurposes?:.::::::::::::::::.::::: Diret ontat with legislators, their staffs, government offiials, or a legislative body?. Rallies, demonstrations, seminars, onventions, speehes, letures, or any similar means?. Other ativities? Total. Add lines 1 through 1i... Did the ativities in line I ause the organization to be not desribed in setion 51 ()(3)?. lf 'Yes," enter the amount of any tax inurred under setion 4912 lf 'Yes," enter the amount of any tax inurred by organization managers under setion tf inurred a setion 4912 did it file Form 472 for this d Part lll-a Complete if the organization is exempt under set on 51()(4), setion 51()(5), or setion 51 Yes Were substantially all (9% or more) dues reeived nondedutible by members? Did the organization make only in-house lobbying expenditures of $2,OOO or less? Did the organization agree to arry over lobbying and politial expenditures from the prior year? Part lll-b Complete if the organization is exempt under setion 51()(4), setion 51()(5), or set on 5f ()(6) and f e ther (a) BOTH Part lll-4, lines I and 2, are answered "No," OR (b) Part lll-4, line 3, is answered "Yes." I a b Dues, assessments and similar amounts from members Setion 162(e) nondedutible lobbying and politial erpenditures (do not ínlude amounts of politial expenses for whih the setion 527$l tax was paid). Current year. Carryover from last year Total.. Aggregate amount reported in setion 633(e)(f )(A) noties of nondedutible setion 162(e) dues... lf noties were sent and the amount on line 2 exeeds the amount on line 3, what portion of the exess does the organization agree to arryover to the reasonable estimate of nondedutible lobbying and politial e4enditure next yeap 4 5 Ta <able amount of I and 5 Part lv u Provide the desriptions required for Part l-4, line 'l ; Part l-b, line 4; Part l, line 5; Part ll-a (affiliated group list); Part ll-a, lines 1 and 2 (see instrutions); and Part ll-8, line 1. Also, omplete this part for any additional information. 'l 2a 2h 2 3 No x JSA 4E PE35 45 M' / 4 / :23 PM 62s1. Shedule C (Form 99 or 99-EZ) 21 + PAGE 23

116 - I t.-. ]E I FLORIDA TOURISM TNDUSTRY MARKEI]NG CORP, INC 59-33s9293 Shedule C (Form 99 or99-e42o14 Page 4 JSA 4E15(þ l.ooo PE3s45 M726 5/4/216 4:49:.23 PM Shedule C (Form 99 or 99-EZ) 21 l PAGE 24

117 - l SCHEDULE D (Form 99) Department of the Treasury lntemal Reì/enue Servie Supplemental Finanial Statements ÞComplete if the organization answered'yes" to Form 99, Part lv, line 6, 7, 8, 9, 1, 11a,11b,11,11d,11e,11î,12a, or 12b. > Attah to Form 99. Þ lnformation about Shedule D (Form 99) and its nstru{ ons is at OMB No @14 Open to Publi lnspetion FLORIDA TOURISM TNDUSTRY MARKETTNG CORP INC Part I ons Maintaining Donor Advised Funds or Other Similar Funds or Aounts. Com lete if the anization answered "Yes" to Form 99 Part line 6. (a) Donor advised funds (b) Funds and other aounts Total number at end ofyear Aggregate value of ontributions to (during year) Aggregate value of grants from (during year).. Aggregate value at end ofyear. Did the organization inform all donors and donor advisors in writing that the assets held in donor advised funds are the organization's property, subjet to the organization's exlusive legal ontrol? Yes No Did the organization inform all grantees, donors, and donor advisors in writing that grant funds an be used only for haritable purposes and not for the benefit of the donor or donor advisor, or for any other purpose onferring imperm issible private benefit? Yes No Conservation Easements. Complete if the orqanization answered "Yes" to Form 99, Part lv, line 7. of onservation easements held by the organþation (hek all that applv) Preservation of land for publi use (e.9., rereation or eduation) Protetion of natural habitat Preservation of a historially important land area Preservation of a ertified histori struture Preservation of open spae EIL 1 2 a b d Complete lines 2a through 2d if the organization held a qualified onservation ontribution easement on the last day of the tax year. Total number of onservation easements Total areage restrited by onservation easements Number of onservation easements on a ertified histori struture inluded in (a)..... Number of onservation easements inluded in () aquired after , and not on histori struture listed in the National Register. For Paperwork Redution At Not e, see the lnstrut ons for Form 99. JSA 4E PE3545 M726 5/4/276 4:49:23 PM a Held at the End of the Tax Year 2d 3 Number of onservation easements modified, transferred, released, efinguished, or terminated by the organization during the taxyear Þ 4 Number of states where property subjet to onservation easement is loated Þ _ 5 Does the organization have a written poliy regarding the periodi monitoring, inspetion, handling of violations, and enforement of the onservation easements it holds? Yes No 6 Staff and volunteer hours devoted to monitoring, inspeting, and enforing onservation easements during the year 7 Amount of expenses inurred in monitoring, inspeting, and enforing onservat on easements during the year >$ 8 Does eah onservation easement reported on line 2(d) above satisfy the requirements of setion 17o(h4BD and setion 17(h4B i)?. -.. Yes No 9 ln Part lll, desribe how the organization reports onservation easements in its revenue and epense statement, and balane sheet, and inlude, if appliable, the text of the footnote to the organization's finanial statements that desribes the orga nization's aounting for onservation easements. f,lflifi Organizations Ma nta n ng Colletions of Art, Historial Treasures, or Other Similar Assets. Complete if the organization answered "Yes" to Form 99, Part lv, line 8. 1a lf the organization eleted, as permitted under SFAS 116 (ASC 958), not to report in its revenue statement and balane sheet works of art, historial treasufes, or other similar assets held for publi exhibition, eduation, or researh in furtherane of publi servie, provide, in Part lll, the text of the footnote to its finanial statements that desribes these items. b lf the organization eleted, as permitted under SFAS 116 (ASC 958), to report in its revenue statement and balane sheet works of art, historial treasures, or other similar assets held for publi exhibition, eduation, or researh in furtherane of publi servie, provide the following amounts relating to these items: (i) Revenue inluded in Form 99, Part Vlll, line 1 >$ (ii) Assets inluded in Form 99, Part >$ 2 lf the organization reeived or held works of art, historial treasures, or other similar assets for finanial gain, provide the following amounts required to be reported under SFAS 1 16 (ASC 958) relating to these items: a Revenue inluded in Form 99, Part Vlll, line b Assets inluded in Form 99. Part e 2h 2a Shedule D (Form 99) 214 PAGE 25

118 Shedule D 214 Part lll Mai FLORTDA TOURTSM TNDUSTRY MARKETING CORP, INC Golletions of Art, Historial Treasures, or Other Similar Assets (ontinued) 2 3 Using the organization's aquisition, aession, and other re':ords, hek any of the following that are a signifiant use of its olletion items (hek all that apply): a Publi exhibition d Loan or exhange programs b Sholarly researh e Other Preservation for future generations 4 Provide a desription of the organization's olletions and e>:plain how they further the organization's exempt purpose in Part xilt. 5 During the year, did the organization soliit or reeive donations qf art, historial treasures, or other similar assets to be sold to raise funds rather than to be maintained as of the nization's olletion? Yes No Part lv Esrow and Gustodial Arrangements. Complete ií the organization answered "Yes" to Form 99, Part lv, line 9, or reported an amount on Form 99, Part, line 21. 1a ls the organization an agent, trustee, ustodian or other interrrediary for ontributions or other assets not inluded on Form 99, Part? b lf "Yes," eplain the arrangement in Part lll and omplete the folowing table: Amount Beginning balane d Additions during the year e Distributions during the year f Ending balane 1 ld 1e 1f 2a Did the organization inlude an amount on Form 99, Part, I ne 21, for esrow or ustodial aount liability? btf the arra ment in Part lll. Chek here if the has been in Partlll. Yes No Part V Endowment Funds. Co ete if the answered "Yes" to Form 99 Part line 1 (a) Cunent year (b) Prioryear () Two years bak (d) Three years bak Fouryears bak 1a Beginning of year balane. b Contributions. Net investment earnings, gains, and losses d Grants or sholarships. e Other ependitures for failities and programs f Administrative expenses.. g End ofyearbalane. 2 Provide the estimated perentage of the urrent year end balane (line 19, olumn (a)) held as: a Board designated or quasi-endowment > o/o b Permanent endowment > Temporarily restrited endowment The perentages in lines 2a,2b, and 2 should equal 1%. 3a Are there endowment funds not in the possessíon of the organization that are held and administered for the organization by: (i) unrelated organizations (i ) related organizations b lf "Yes" to 3a(ii), are the related organizations listed as required on Shedule R? 4 Desribe in Part lll the intended uses of the organization's erdorvment funds. Part Vl Land.. Buildings...: Leasehold improvements. Equipment Other 1a b d e Total. Add lines 1a h 1e o/o o/o o n answered "Yes" to Form Part lv line 11a. See Form 99 Part line 1. (a) Cost or other bas s (investment) (b) Cost or other bas s (other) 37 B,239. L, 45'7, ,378,1. must Form Part olumn line 1 () Aumulated depreiation 2'7 5,27. 7,136,551. 2,348,'754. Yes 3a(i) 3a(ii) 3b (d) Book value 1 Yes No No 13 2r ÀÉa Shedule D (Form 99) 21 l JSA 4E12ô9't. PE3545 M726 5/4/216 4:49:23 PM PAGE 26

119 FLORIDA TOURISM INDUSTRY MARKETTNG CORP, INC Shedule D 214 Part Vll lnvestments - Other Seurities. Com ete if the anization answered "Yes" to Form 99, Part lv, line 1 1b. See Form 99, Part, line '12. (a) Desr ption of seurity or ategory (inluding name of seurity) (1 ) Finanial derivatives (2) Closely-held equity interests (3) Other tal (B) (l (Dl (Ð (b) Book value () Method of valuation: Gost or end-of-year market value (Fl (Gl!1 Toâ1. (Column (b) m)st Form 99, Paft, ol. (B) I ne 12.) > Part Vlll lnvestments - Program Related. Complete if the o nization answered "Yes" to Form 99, Part lv, line 11. See Form gg Part,line 13. (a) Desr ption of investment (b) Bookvalue () Method of valuat on: Cost or end-of-year market value 3 fotal. (Column (b) must Fom 99, Paft, ol. line Part l Other Assets- Com ete if the anization answered "Yes" to Form 99, Part lv, line 1 1d. See Form 99, Part, line 15. Desription Book value Total. must Form Pa t, ol. line 1 Part Other Liabilities. Complete if the organization answered "Yes" to Form 99, Part lv, line 1 1e or 11f. See Form 99, Part, line 25. of (bì Book value Federal inome ta s 4 Total. must Form 99O, Paft, ol. (B) Iine 25.) 2. Liability for unertain tax positions. ln Part lll, provide the text of the footnote to the organization's finanial statements that reports the organization's liability for unertain tax positions under FIN 48 (ASC 74). Chek here f the text of the footnote has been provided in Part lll 4E127 'l.ooo Shedule D (Form 99) 214 PE3545 M726 5/4/276 4:49:23 PM 625'7. PAGE 21

120 --l ELOR]DA TOURISM ]NDUSTRY MARKETING CORP, INC Shedule D (Form 99) 214 P4e 4 Reoniliation òf Revenr e per Ãu te nanr'àistaiements with nèveñue peineiurn. Complete if the answered "Yes" to Form 99, Part lv, line 12a. 1 Total revenue, gains, and other support per audited finanial statements 1 118,33, Amounts inluded on line 'l but not on Form 99, Part Vlll, line 12: a Net unrealized gains (losses) on investments b Donated servies and use of failities.... Reoveries of prior year grants. d Other (Desribe in Part lll.) e Add lines 2a through 2d 3 Subtrat line 2e from line 1 2e Amounts inluded on Form 99, Part Vlll, line 12, but not on line a b lnvestment expenses not inluded on Form 99, Part Vlll, line 7b Other (Desribe in Part lll.) 4a 4b Add lines 4a and 4b 4 5 Total revenue. Add lines 3 end 4. must Form Pañ Iine r81. Part ll 1 Reoniliation of Expenses per Audited Finanial Statements With Expenses per Return. Com ete if the an2ation answered "Yes" to Form 99, Part lv, line 12a. Total erpenses and losses per audited finanial statements 1 tl7,246,94-2 Amounts inluded on line 1 but not on Form 99, Part l, line 25: a Donated servies and use of failities 2a b Prior year adjustments 2b Other losses 2 d óii", f o".";'o'e n'päå fu it. j 2d e Add lines 2a through 2d 2e 3 Subtrat line 2e from line I 3 11' Amounts inluded on Form 99, Part l, line 25, but not on line 1: a lnvestment expenses not inluded on Form 99, Part Vlll, line 7b 4a b Other (Desribe in Part lll.) 4b Add lines 4a end 4b 4 5 Total nses. Add lines 3 and 4. must Form 99, Part I, line 1 5 1,L Part ll lnformation. Provide the desriptions required for Part ll, lines 3, 5, and 9; Part lll, lines 1a and 4; Part lv, lines 1b and 2b: Part V, line 4; Part, line 2; Part l, lines 2d and 4b; and Part ll, lines 2d and 4b. Also omplete this part to provide any additional information. PART, LINE 2 WITH FEW ECEPTTONS, THE CORPORATTON IS NO LONGER SUBJECT TO EAMINATIONS BY MA.]OR TA,JURISDICTIONS FOR YEARS ENDED.]UNE 3, 211 AND PR]OR. 2a 2b 2 2d JSA 4E1271 'I.OOO P83545 M126 5/4/ :.23 PM 62s1. Shedule D (Form 99) 214 PAGE 28

121 I - _lj Shedule D 214 FIORIDA TOURTSM INDUSTRT MARKET]NG CORP ïnc Part lll lnformation 5 Shedule D (Form 99) 21 l JSA 4E12æ 1.OOO P83545 M726 5/4/2L6 4:49223 PM 625'7.O PAGE 29

122 SCHEDULE F (Form 99) Department of the Tfeasury lntemal Reìênue Servie Name of the organizat on Statement of Ativities Outside the United States Þ Complete f the organization answered "Yes" on Form gg, Part lv, line l4b, 15, or 16. > Attah to Form 99. > lnformat on about Shedule F (Form 99) and its nstruí ons is at OMB No. 't545-o47 2@14 Open to Publi lnspetion Employer dent fiation number ELORIDA TOURISM INDUSTRY MARKET]NG CORP INC. Part I General Information on Ativities Outside the United States. Complete if the organization answered 'Yes" on Form 99, Part lv, line'14b. I For grantmakers. Does the organization maintain reords to substant ate the amount of its grants and other assistane, the grantees' eligibility for the grants or assistane. and the seletion riteria used to award the grants or assistane? Yes No 2 For grantmakers. Desribe in Part V the organization's proedures for monitoring the use of its grants and other assistane outside the United States. 3 Ativities ron. Part l, line 3 table an be dupliated if additional spae is needed.) (a) Region (b) Numbèr of () Number of (d) Ativit es onduted in (e) lf ativity listed in (d) is off es in the employees, region (by type) (e.9., a program servie, region agents, and fundrais ng, progém servies, desribe spe f type of independent nvestments, serv e(s) n region ontrators grants to reip ents n reo on loated in the region) (f) Total expenditures for and nvestments in reg on 2 PROGRAM SÊRVICÊS REPRESENT VTSTT FT, 1 PROGRÀM SERVICES REPRESENT VTSTT FT, 1 PROGRÀM SERVICES REPRESF,NT VTSTT FT, 1 PROGRÀM SERVTCRS RF,PRESÊN? VTSTT FT, 1 ' a Sub-total... b Total from sheets to Part I ontinuation T For Paperwork Redution At Not e, see the lnstrutions for Form 99. JSA 4Ê OO P83545 M'726 5/4/276 4:49:23 PM Shedule F (Form 99) 214 PAGE 3

123 FLORIDA TOURISM INDUSTRY MARKETING CORP, INC Shedule F Part ll 2't4 Grants and Other Assistane to ns or de n tates. Part lv line 15 for a re ient who reeived more than $5. Part ll an be du liated if additional (a) Name of organ ization (b) IRS ode setion and EIN (if ãppliable) (l Region (d) Purpose of grant (e) Amount of ash grant e organization answered "Yes" on Form 99, is needed (f) Manner of âsh disbursement (gl Amount of non-ash assistane (h) Desriplion of non-ash assistãne ( ) Method of valuation (book, FMV, 2 (11 NÔRTH AI{RRICA MF,DTA ÀH (21 RAsT AsIA/PACTFTC PR CÔNTRACTÔ ann.2aa ÀCH (31 II]RoPE/ InT ANI)/GRERNI,AND PR CONTRAETÔ t6q. ì76 ACH (4) ìoi]th ASIA PR CONTRACTO 551.q6 ACH {5) ìilro PR / f CnI,ANT)/GRIiIìN'I,ANT) PR CONîRACTO 9. i22 ACH (6) ii]ropn / Ì nt,and/green],and PR CONTRACTO 1.4i5.14?. ACH t7l ìoi]th AMERICA PR CONTRÀCTO 5,,.921. ACH (8t ]IIRÔPE,/ TELAND/GREENLAND PR CONTRÀCTO 64.t. ACI,I l9ì JOUlH ASlA PR eun'1'r?\c',1' 12,1155. l\(:h f1t n1l ß21 fi3t (14t í5t lr 6t 2 Enter total number of reipient organizations listed above that are reognized as harities by the foreign ountry, reognized as tax-exempt bythelrs,orforwhihthegranteeorounsel hasprovidedasetion5f()(3) equivalenyletter.. > - 3 Enter total number of other orqanizations or entities. 65 Shedule F (Form 99) 2'14 JSA 4E OOO PE3545 M726 5/4/216 4t49:23 PM PAGE 31

124 FLORIDA TOURISM ]NDUSTRY MARKETTNG CORP, ]NC. Shedule F (Form 99) 214 (b) Region () NumbeÍ of reipients (dl Amount of ash grant (el Manner of ash d sbursement (f) Amount of non-ash âssistane (g) Desription of non-ash assistânè paqe 3 I![IU Grants and Other Assistane to lndividuals Outs de the United States. Complete if the organization answered "Yes" on Form 99, Part lv, line 16. Part lll an be dupliated if additional spae is needed. (e) Type of grant or assislane (hl Method of valuation (book, FMV, t Shedule F (Form 99) 214 JSA 4E' PE3545 M726 5/4/216 4:49223 PM PAGE 32

125 FLOR]DA TOURISM TNDUSTRY MARKETTNG CORP, ]NC Shedule F Part lv 214 Forms 4 Was the organization a U.S. transferor of property to a foreign orporation during the lax yær? lf 'Yes," the organ zat on may be rquired to file Form 926, Return by a U.S. Tmnsferor of Property to a Füe gn Corporatìon (æe lnstrutions for Form 926).. Yes No 2 Did the organization have an interest in a fore gn trust during the tax yeaf lf yes," the organizat on may be required to file Form 352, Annual Return to Repoñ Transat ons with Fueign Trusts and Reeipt of Certain Foreign Gifts, and/or Form 352-A, Annual Information Retum of Fueign Trust W th a U.S. Owner (æe lnstrutions for Fo ms 352 and 352-A; do not file vtith Form 99). - Yes No 3 Did the organization have an ownership interest n a foreign orporation during the tax yq? If "Yes," the organization may be required to file Form 5471, lnformation Retum of U.S. Pe sons W th Respet To C,ertain Foreign Corporations (æe Instrutions for Form 5471). Yes x No 4 Was the organization a diret or indiret shareholder of a passive foreign investment ompany or a qualified elet ng fund during the tax year? lf ales," the organization may be rquired to file Form 8621, lnformat on Retum by a Shareholder of a Passîve Foreign lnvestment Ønpany or Qualified Eleting Fund (æe lnstrulions for Form 8621). Yes No Did the organization have an ownership nterest in a foreign partnersh p during the tð< yá2 If 'Yes," the organ zat on may be required to file Form 8865, Retum of U.S fu sons With Respet To Ceftain Foreign Partnersh ps (æe Instruf ons for Form 8865).. Yes No 6 Did the organization have any operations in or related to any boyotting ountries during the tax yã? ff 'Yes," the organization may be required to file Form 5713, Intematiæal Boyott Repoñ (see lnstrutions for Form 5713; do not file with Form 99). - Yes No Shedule F (Form 99) 214 JSA 4e1277'I.OOO PE'3545 r4726 5/ 4/21-6 4:49:.23 PM 625'7. ra(j-ú J 5

126 ,-.' -ì --a l FLORTDA TOURISM ]NDUSTRY MARKETING CORP, INC s9293 Shedule F (Form 99) 214 eage 5 teg Supplemental lnfornation Complete this part to provide the information required by Part l, line 2 (monitoring of funds); Part l, line 3, olumn (f) (aount ng method; amounts of investments vs. erpenditures per region); Part ll, line 1 (aounting method); Part lll (aounting method); and Part lll, olumn () (estimated number of reipients), as appliable. Also omplete this part to provide any additional information (see instrutions). JSA 4E152 l.oo P83545 M726 5/4/216 4:49:23 PM 625'7.A Shedule F (Form 99) 21 l PAGE 34

127 SCHEDULE I (Form 99) Departmenl of lhe Treasury lnternal Revenue Serv e Name of the organization F],ORIDA TOURTSM ÏNDUSTRY MARKETTNG CORP rn Part I ene on rants and Assistane Grants and Other Assistane to Organizations, Governments, and Individuals in the United States Complete if the organization answered "Yes" to Form 99, Part lv, line 21 o 22. Þ Attah to Form 99. Þ lnformation about Shedule I (Form 99) and its instrutions is at 1 Does the organization maintain reords to substantiate the amount of the grants or assistane, the grantees'eligibility for the grants or assistane, and the seletion riteria used to award the grants or assistane?. 2 Desribe in Part lv the organization's proedures for monitoring the use of grantfunds in the United States. OMB No @14 Open to Publi Inspetion Employer ldent fiation num ber Part ll Grants and Other Assistane to Domesti Organizations and Domesti Governments. Complete if the organization answered "Yes" to Form 99, Part lv, line 21, for any reipient that reeived more than $5,. Part ll an be dupliated if additional spae is needed. Yes No 1 (a) Name and or address of organization ent (b) ErN (l IRC set on f appl ablê (d) Amount of ash granl (el Amount of non- 6h ess slânê (f) Method of valuat on (book, FMV, appraisal, (g) Desription of non-ash ass stane (h) Purpose of grant or ass stane P.O- BO 517 TTTUSVT FL 1 5g i'l fì t3l SM ste 2 FL A 5'1 tt t6ì srb 27 FL llrì t6) 5ô_ oû- SUPPÕR'I I..) ll t6) ',?2 51 t) l6) l) l6) l) t5) 42,5. 9A-1 ÂAâ69 1,. qq-1 q21 n1 q noô 51 -ô1 7qôqq qn1 tet /?ì 1 nnn 11 5q-6ôôô?Á4 5ô1 teì t'lt 15-OnO 5q-657q 5n1 tet l-lt 2 Enter total number of setion 51()(3) and government organizations listed in the line 1 table 3 Enter total number of other orqanizations listed in the line 1 table. For Paperwork Redution At Notie, see the lnstrutions for Form gg. JSA 4E1288'1. PF,3545 M726 5/4/ Shèdulè I (Form 991 (214) 4:49'.23 PM 625'7. PAGE 35

128 SCHEDULE I (Form 99) Deparlment of thê Treasury lnternal Revenue Serv e Name of lhe organizalion FLORIDA TOURISM INDUSTRY MARKETING CORP INC. Part I nere ation on Grants and Assistane Grants and Other Assistane to Organizations, Governments, and Individuals in the United States Complete if the organization answered "Yes" to Form 99, Part lv, line 21 o 22. Þ Attah to Form 99. Þ lnformation about Shedule (Form 99) and its instrutions is at OMB No @14 Open to Publi lnspetion Employer identifiation num ber Does the organization maintain reords to substantiate the amount of the grants or assistane, the grantees'eligibility for the grants or assistane, and the seletion riteria used to award the grants or assistane?. Yes E 2 ruo Desribe in Part lv the organization's proedures for monitoring the use of grant funds in the United States. Grants and Other Assistane to Domesti Organizations and Domesti Governments. Complete if the organization answered "Yes" to Form gg, Part lv, line 21, for any reipient that reeived more than $5,. Part ll an be dupliated if additional spae is needed. 1 (a) Name and address of (bl (R Method of valuat on EtN () IRC sel on (d) Amount of sh (el Amount of non- (book, FMV, appraisal, (g! Desription of (hl Purpose of grant or f appl able grant 6h ass stanè non-ash assistane or DTSCOVER THE PALM 5 PALM 59-2?,?1 1 1? 51 tì t6l 2-o FLORIDA HOSPITAL PT,ACE q9-o'12 44\q 5ol tì t1) qo-ot) ÀTlON FL 3q-ô559rí72 5ûl trl t ì), t. úúf I.:.r VALLEY MARKET tì f 3) f _ f)ô _ 2 6-i45A tt t3) 1.. TL tì t3)?_5_ tl t6) 86._ 8-o fl t6) 1.. SUPPORT s qq-6nno?o, 5q-ô6? qq 51 tl t3) 51 t) t6) ,97 11, Enter total number of setion 51()(3) and government organizations listed in the line 1 table 3 Enter total number of other orqanizations listed in the line 1 table - For Paperwork Redution At Notie, see the lnstrutions for Form 99. JSA 4E Shedule I (Form 991 (214) P83545 M'726 5/4/276 4;49:23 PM PAGE 36

129 SCHEDULE I (Form 99) Department of the Treasury lnternal Revenue Servie Name of the organizâtion FLORÏDA TOURÏSM INDUSTRY MARKETTNG CORP INC Part I General lnformation on Grants and Assistane Grants and Other Assistane to Organizations, Governments, and lndividuals in the United States omprete if the orsaniz",'"li;ifii:'r"""r";;;j"tr eeo, Part lv, line 2't o 22. Þ lnformation about Shedule I rm and its instrutions is at OMB No @14 Employer identifiation number I Does the organization maintain reords to substantiate the amount of the grants or assistane, the grantees' eligibility for the grants or assistane, and the seletion riteria used to award the grants or assistane?. 2 Desribe in Part lv the organization's proedures for monitoring the use of grant funds in the United States. Open to Publi Inspetion Part ll Grants and Other Assistane to Domesti Organizations and Domesti Governments. Complete if the organization answered "Yes" to Form 99, Part lv, line 21, for any reipient that reeived more than $5,. Part ll an be dupliated if additional spae is needed. Yes No I (a) Name and address of organization or (bl ErN (l IRC selion f appliable (dl Amount ol ash grant (e) Amount of non- 6h assislane FMV, appraisal, (g) Desription of non-ash assistane {h} Purpose of grant or ass stane a) -2 n6\ teì l6t 21ô.ôn SM \9-O(,? 4 A) A 51 taì /6t 5rì. \q-6lttlil\h 1 \lr1 l1 l1l )A. A',n j-.r PADDLE PÔ BÔ 5953 GAINESVTLLE FL 2' A r) t3) q. 5 _ SKIN CARE ÀRT 6 BLVD 4'1-2 4s',t53? 51 t) t6ì 25._ FL tj {3t () {3) 16.1s tt (3) 27'. OO tl t6) 5.. I 5q-6nnnnnô 19, Enter total number of setion 51()(3) and government organizations listed in the line 1 table L9 3 Enter total number of other organizations listed in the line 1 table. 76 For Paperwork Redut on At Notie, see the lnstrutions for Form gg. Shedule I (Form 99) (214) JSA 4E P83545 M726 5/4/ :23 PM PAGE 37

130 FLORIDA TOURTSM TNDUSTRY MARKETTNG CORP, TNC Shedule I 2 Part lll Grants and Other Assistane to Individuals n the United States. Complete if the organization answered "Yes" on Form 99, Part lv, line 22. Part lll an be dupliated if additional spae is needed, (a) Type of grant or assistane (b) Number of reipienls (l Amount of ash grant (d) Amount of noþæsh ass stane (e) Method of valuat on (book, FMV, appraisal, other) (f) Dêsr ption of non-ash assistane Part lv SgPPlemental lnformation. Complete this part to provide the information required in Part l, line 2, Part lll, olumn (b), and any other additional information. SCHEDULE ], PART I LINE 2 ORGAI{IZATÌOÌírS FROCtrDURtrS r OR MOI{ITORII{G THE UgE OF RAl.lT FUI{DS Il'l THE r.- l UN]TED STATES: ALL GRANTS REQUTRE AN APPLICATTON FORM ALONG W]TH A DETAILED PROPOSAL. VISÏT FLORIDA HAS DEVELOPED A COMPREHENS]VE SELECTION CRTTERTA AND REOU]REMENTS FOR REIMBURSEMENT. GRANTS ARE NOT PAID UNTIL ALL REQUÏREMENTS FOR RETMBURSEMENT ARE MET. Shedule I (Form 99) (2141 JSA 4Ê PE3545 M726 5/4/276 4t49t23 PM 625'1. PAGE 38

131 l SCHEDULE J (Form 99) Department of the Treasury lntemal Revenue Seruiæ Name of the organ zat on Gompensation I nformation For ertain Off ers, D retors, Trustees, Key Employees, and H ghest Compensated Employees > Complete f the organ zat on answered "Yes" on Form 99, Part lv, l ne 23. Þ Attah to Form 99. Þ lnformation about Shedule J (Form 99) and ts instrut ons is atwww.irs.goulformgg. FLORIDA TOURISM INDUSTRY MARKETÏNG CORP INC Part I Questions 1a Chek the appropriate box(es) if the organization provided any of the following to or for a person listed in Form 99, Part Vll, Setion A, line 1a. Complete Part lll to provide any relevant information regarding these items. First-lass or harter travel Travel for ompanions Tax indemnifiation and gross-up payments Disretionary spending aount Housing allowane or residene for personal use Payments for business use of personal residene Health or soial lub dues or initiation fees Personal servies (e.9., maid, hauffeur, hef) b lf any of the boxes on line 1a are heked, did the organization follow a written poliy regarding payment or reimbursement or provision of all of the expenses esribed above? lf "No," omplete Part lll to explain 2 Did the organization require substantiation prior to reimbursing or allowing expenses inurred by all diretors, trustees, and offiers, inluding the CEO/Exeutive Diretor, regarding the items heked in line 1a?... 3 lndiate whih, if any, of the following the filing organization used to establish the ompensation of the organization's CEO/Exeutive Diretor. Chek all that apply. Do not hek any boxes for methods used by a related organization to establish ompensation of the CEO/b:eutive Diretor, but elçlain in Part lll. Compensation ommittee lndependent ompensation onsultant Form 99 of other organizations Written em ployment ontrat Compensation survey or study Approval by the board or ompensation ommittee 4 During the year, did any person listed in Form 99, Part Vll, Setion A, line 1a, with respet to the filing organization or a related organþation: a Reeive a severane payment or hange-of-ontrol payment? b Partiipate in, or reeive payment from, a supplemental nonqualified retirement plan?.. Partiipate in, or reeive payment from, an equity-based ompensation arrangement? lf 'Yes" to any of lines 4a-, list the persons and provide the appliable amounts for eah item in Part lll a b a b x Only setion 5f (3), 51(4), and 51()(29) organizations must omplete lines 5-9. For persons listed in Form 99, Part Vll, Setion A, line 1a, dirj the organization pay or arue any ompensation ont ngent on the revenues of: The organization? Any related organization? lf "Yes" to line 5a or 5b, desribe in Part lll. For persons listed in Form 99, Part Vll, Setion A, line 1a, dirj the organization pay or arue any ompensation ontingent on the net earnings of: The organþation?.. Any related organization? lf "Yes" to line 6a or 6b, desribe in Part lll. For persons listed in Form 99, Part Vll, Setion A, line 'la, did the organization provide non-fixed payments not desribed in lines 5 and 6? lf "Yes," desribe in Part lll 8 Were any amounts reported in Form 99, Part Vll, paid or arued pursuant to a ontrat that was subjet to the initial ontrat exeption desribed in Regulations setion (a3)? lf 'Yes," desribe in Part lll 9 lf 'Yes" to line I, did the organization also follow the rebuttable presumption proedure desribed in ulations setion For Paperwork Redut on At Not e, see the lnstrut ons for Form 99. any OMB No @14 Open to Publi 1b 2 4a 4b 4 5a 5b 6a 6b 7 I 9 Yês No Shedule J (Form 99) 214 JSA 4E PE35 45 NJ'l 26 5 / 4 / : 49 :23 PM 625'7. PAGE 39

132 FLORIDA TOURISM TNDUSTRY MARKETTNG CORP, INC Shedule J 2'14 Part ll Em and Hi Use d is needed 2 instrutions, on row (ii). Do not list any individuals that are not listed on Form 99, PartVll. individual. (A) Name and Title (B) Breakdown of W-2 and/or 199-MISC ompensation (i) Base ompensation {ii) Bonus & inenl ve ompensat on (iii) Other reportable ompensatlon (Cl Retirement and other deferred ompensation (D) Nontaxable benellts (E) Total of olumns (Bi)-(D) (Fl Compensation in olumn (B) reported as defêrred in prior Form 99 EVANGELÏNE FÏELDS I Fo J WILLTAM SECCOMBE 2 PRESTDENT,/ Eo SUSANNAH COSTELLO VP BRAND DAVTD DODD VISITOR SERVICES 4vP KIMBERLY FAULK 5vP PAUL PHIPPS 6 Mo MRKT. SOLUTTONS & SALES (it fiit ( ) fill ( ) t iì (i) tiit (i) fi t (i) ftn 215, , ttg,682 1"1,1,,919 25, 499. ( 4,56 '76t275 23, 68 18,413 15,1 65?o (l o ( ( ( ( ( ( ( ( ( ( ( ( ( ( t ( ( L5,26. t 12, 414. L,12. 8,286, 7, ,7 L ( ( ( ( ( L,84. 9, ,684. 2L,84, l-5, 67 B. ( 27 I, 9BB. ( 383,853. L98, , , ,397 t ( ( ( ( i..i (D 7 fiit I I ( ) f it (i) frn (i) {iit ( ) (iit (i) (ii) (i) (in (i) 14 tiiì ( ) t it l6 (i) t t Shedule J (Form JSA 4E P83545 M726 5/4/21.6 4:49t23 PM PAGE 4

133 FLORïDA TOURTSM INDUSTRY MARKETING CORP, tnc l. Shedule J Part lll Complete this part to provide the information, explanation Also omplete this part for any additional information. or desriptions required for Part l, lines 1a,' b,3,4a,4b,4, 5a, 5b, 6a, 6b, 7, and 8, and for Part ll. I l,l l JSA Shodule J (Form 99) 214 l P83545 M726 5/4/ t23 PM PAGE 41

134 SCHEDULE L (Form 99 or Department of the Treasury lntemal Rewnue Sêruie Transations With lnterested Persons ) Complete ifthe organization answered "Yes" on Form 99, Part lv, line 25a,25b,26,27,28a, 28b, or 28, or Form 99-EZ, Part V, l ne 38a or 4b. ÞAttah to Form 99 or Form 99-EZ. Þ lnformat on about Shedule L (Form 99 or 99-EZl and its nstrut ons is alwww.its.govlîorm99o. OMB No. ' @14 Open To Publi lnspetion Name of the organizat on Employer idênt fi at on num ber FLORIDA TOURISM INDUSTRY MARKETING CORP INC Part I Exess Benefit Transatior s (setion 51()(3), setion 51()( ), and 51()(29) organþations only) Complete if the answered "Yes" on Form 99, Part lv, line 25a or 25b, or Form 99-EZ, Part V line 4b. I (1) (") Name of disqualified person (b) Relat onship between d slual fied person and organ zat n () Desription of transation Yès No (21 2 Enter the amount of tax inurred by the organization managers or disqualified persons during the year under setion Enter the amount of tax, if any, on line 2, above, reimbursed by the organþation f,lflll Loans to and/or From lnterested Persons. Complete if the organization answered "Yes" on Form 99-EZ, Part V, line 38a or Form 99, Part lv, line 26; or if the organization reported an amount on Form 99, Part, l,ne 5, 6, or 22. >$ >$ (a) Name of interested person (bl Relationsh p with organ zation () Purpose of l n (d) Loan to tr from the organ zatim? (e) Or ginal prin pal amount (f) Balane due [g] ln default? (h) Approved by board or omm ttee? (i) Written agreement? To From Yes No Yes No Yes No (21 (3) l Total Part lll Grants or Assistane Benefiting lnterested Persons. Complete if the organization answered "Yes" on Form gg, Part lv, line 27 (a) Name of interested person (b) Relationship between nterested person and the organization () Amount of assistane (d) Type of assistane (e) Purpose of assistane (3) (4) For Paperwork Redution At Not e, see the lnstrut ons for Form 99 or 99-EZ. Shedule L (Form 99 or 99-EZ) 21 t JSA OOO P83545 M'726 5 / 4/2]-6 4:49:,23 PM PAGE 42

135 FLORIDA TOURISM INDUSTRY MARKETING CORP, INC Shedule L (Form 99 or99o-ez)214 f,lflifi Business Transations lnvolving lnterested Persons. Co if the answered "Yes" on Form 99, Part lv, line 28a, 28b, or 28. (a) Name of nterested person (b) Relationship between interested person and the organ zation () Amount of transation (d) Desription of transation e4e2 (e) Sharing of organ zá on's menus? ON BÔARD ÔF DTREETÔRS '1 6). 2?,4 DTRRET APPRÔPRTAlIÔÑ Yes No 4 l Part V Supplemental lnformation Provide additional information for responses to questions on Shedule L (see instrutions). PART TV, LINE 1 DURTNG THE YEAR ENDED JUNE 3, 215, VISIT FLORIDA!ÙAS RELATED TO FLORIDA RESTAURANT AND LODGING ASSOCIATTON (FRLA) BY VTRTUE OF FRT,A'S PRESIDENT,/CEO BEING A MEMBER OF VISIT FLORIDAIS BOARD OF DTRECTORS. THERE IS A CONTRACT BETWEEN VISTT FLORIDA AND FRLA. THE FRLA CONTRACT IS FUNDED BY A DIRECT APPROPRTATION OF $488,484 TO VISIT FLORIDA FROM FLORIDAIS HOTEL AND RESTAURANT TRUST FUND. THE PROGRAM REQUIRES A PRIVATE MATCH WHICH ]S ADMTNTSTERED JOINT],Y BY VISIT FLORIDA AND FRLA. ç142,5 OF THE PAYMENTS ARE RELATED TO A SPONSORSHIP AGREEMENT THE ORGANTZATION HAS VüITH FRLA FOR SEVERAL OF THETR PROGRAMS THROUGHOUT THE YEAR. 9131,25 OF THE PAYMENTS!ÍERE RELATED TO AN AGREEMENT TO SUPPORT THE CREATTON OF THE POWER OF ONE TRAINING MODULE. JSA 4E P83545 N 126 5/4/216 4:,49:23 PM Shedule L (Form 99 or99-ez) 21 l PAGE 43

136 11 SCHEDULE O (Form 99 or 99-EZ) Department of the T@sury lntemal Rewnue Seryiæ Name of the Supplemental lnformation to Form 99 or 99-EZ FLORIDA TOURISM INDUSTRY MARKETING CORP INC OMB No @14 Complete to provide information for responses to speifi questions on Form 99 or 99-EZ or to provide any additional information. Open to Publi ÞAttah to Form 99 or 99-EZ. lns on Employer dent f at on number PART V]: GOVERNMENT, MANAGEMENT, AND DISCLOSURE SECTION A LTNE 4 VISIT FLORIDA AMENDED THEIR BY-LAWS ESTABLISHING A 2ND VICE-CHAIR AS PART OF THEIR EECUTIVE COMMITTEE. THIS CHANGE WAS EFFECTIVE JUNE 29, 275. LINE 4D WEBLISTING AFFTLIATE PLATFORM FOR TOURTSM-RELATED BUSINESSES. AS OF JUNE 3, 215, VISIT FLORIDA HAD 9,311 WEBL]STTNG AFFILIATES AND 2,535 FULLY ENGAGED PARTNERS FOR A TOTAL OF 1]-,846 TOURISM BUSINESSES BEING SERVED BY VTSIT FL. LINE 7A THE BOARD OF DIRECTORS IS COMPOSED OE 32 TOURISM-RELATED MEMBERS APPOINTED BY ENTERPRISE FLORIDA, INC. IN CONJUNCT]ON WITH THE STATE OF FLORIDA DEPARTMENT OF ECONOMIC OPPORTUNÏTY LINE 78 VISIT FLORIDA (VF) WAS CREATED BY AND OPERATES IN ACCORDANCE WÏTH F],ORIDA STATUE VE PROVTDES REPORTS TO ENTERPRISE FLORIDA, ]NC. (EFI). THE OFFTCE OF EFI ANNUALY CERTIFIES WHETHER VF IS OPERATÏNG ÏN A MANNER CONSISTENT WÏTH THE POLÏCTES. SECTION B, LINE 11A ],INE 11A AFTER REVIEW BY THE ACCOUNTING MANAGER AND CFO OF THE FORM 99 For Pr vay At and Paperwork Redut on At Notie, see the lnstrut ons for Form 99 or 99-EZ. JSA 4Et227 1.OOO P83545 NI'726 5/4/2L6 4:49:23 PM 625'7. Shedule O (Form 99 or 99-EZ) (2'l t) PAGE 44

137 -l Shedule O 99 or 214 Name of the organizat on FLORTDA TOUR]SM ]NDUSTRY MARKETTNG CORP INC Emplo)rer dentif ation num ber (AS PREPARED BY AN INDEPENDENT CPA), A COPY OE THE 99 IS GTVEN TO THE AUDÏT COMM]TTEE FOR REVIEW PRTOR TO BEING FILED WTTH THE TNTERNAL REVENUE SERVICE CENTER. LINE 12C VISTT FLORTDA (VF), AS PART OF TTS CORPORATE CODE OF ETHICS AND STANDARDS OF CONDUCT POLICY (PART 3), HAS A CONFLICT OF TNTEREST STATEMENT. 'A DTRECTOR OR OFFICER OF THE CORPORATTON IS PROHTBITED FROM VOTING ON ANY MATTER THAT THE DIRECTOR KNOVIS WOULD INURE TO HIS OR HER SPECTAL PRIVATE GATN OR LOSS. A DTRECTOR VÍHO ABSTAINS FROM VOT]NG ]N AN OFFTCIAL CAPACITY UPON A MEASURE THAT THE DIRECTOR KNOWS WOULD TNURE TO THE DIRECTORIS SPEC]AL PRTVATE GATN OR LOSS, OR VüHO VOTES TN AN OFFICIAL CAPACITY ON A MEASURE THAT HE OR SHE KNOWS WOULD TNURE TO THE SPECIAL PRIVATE GA]N OR LOSS OF ANY PRTNCIPAL, PARENT ORGAN]ZATTON, OR SUBSIDIARY of A CORPORATE PRTNCTPAL BY!ÍHOM THE DTRECTOR rs RETATNED, OR WHrCH THE OFFICER KNOWS VüOULD INURE TO THE SPECIAL PRIVATE GA]N OR LOSS OF A RELATIVE OR BUSINESS ASSOCIATE OF THE DIRECTOR, MUST MAKE EVERY REASONABLE EFFORT TO DISCLOSE THE NATURE OF HIS OR HER INTEREST AS A PUBLIC RECORD ÏN A MEMORANDUM FILED WTTH THE PERSON RESPONSIBLE FOR RECORDING THE MINUTES OF THE MEETING, WHO MUST INCORPORATE THE MEMORANDUM INTO THE MINUTES. IF THE MEMORANDUM CANNOT BE FTLED BEFORE THE VOTE, THE MEMORANDUM MUST BE FILED NO LATER THAN 15 DAYS AFTER THE VOTE.il AS PART OF THE POLICY AND PROCEDURE FOR PURCHASING OF GOODS AND SERVICES AND RE],ATED CONTRACT MANAGEMENT, ''IT IS ALSO THE POLICY OF VISTT FLORTDA TO CONDUCT A],L TRANSACT]ONS AT ARMS-LENGTH. AN ARMS-],ENGTH TRANSACTION IS WHEN BOTH BUYER AND SELLER ARE FREE AGENTS, THERE IS NO CONFLICT OF JSA Shedule O (Form 99 or 99-EZ) 2í t 4E122a 1.OOO P83545 M726 5/4/2]-6 4:49:23 PM 625'7 - PAGE 45

138 Shedule O 99O or 214 Name of the organizat on FLORIDA TOURISM fndustry MARKETING CORP INC. Employer identif at on num ber ]NTEREST AND BOTH PARTIES WILL]NGLY AGREE TO THE PRICE. THIS ENSURES VISTT FLORTDA ALWAYS RECETVES A FAIR VA],UE FOR THE MONIES EPENDED AND ALL VENDORS ARE CONSIDERED FAIRLY AND EQUITABLY. THÏS POLICY IS REINFORCED BY THE GOOD BUSINESS PR.ACTICE AND CfHER PURCHAS]NG STANDARDS TDENTTFTED THROUGHOUT THIS DOCUMENT.' VF REGUIARLY AND CONSISTENTLY MONITORS AND ENFORCES COMPLIANCE TVTTH THTS POL]CY. UPON SELECT]ON OF NEVü BOARD MEMBERS, VF EECUTÏVES ENSURE THAT NONE HAVE ANY CONFLICT OF INTEREST. MEMBERS OF THE BOARD OF DIRECTORS MUST ANNUAL AFFIRM THE CODE OF ETH]CS AND STANDARDS OF CONDUCT POLICY VIA ELECTRONIC SIGNATURE EACH YEAR. THE DOCUMENT THE:{ REMAINS ON FILE WITH VF. AS AN ON-GOING PROCEDURE, WHEN A VENDOR IS SELECTED FOR A COM RACT, VF ENSURES THAT THERE IS NO CONFLICT OF INTEREST WITH THE VENDOR. ALL PERSONNEL, BOARD MEMBERS AND VENDORS ARE COVERED UNDER THIS POLICY. LTNE 15 COMPENSATION FOR THE CEO IS RECOMMENDED BY THE EECUTIVE COMMITTEE OF THE BOARD OF DTRECTORS AND IS FORWARDED TO THE BOARD FOR APPROVAL. THE COMMITTEE WRITES THE CONTRACT FOR THE CEO AND DETERMINES THE COMPENSATION PACKAGE. EVERY YEAR, T:IE PACKAGE IS REVTEWED TO DETERMINE ÏF AN ÏNCREASE IS TO BE GIVEN TO THE CfO AS WELL AS TO EVALUATE THE CEOIS PERFORMANCE FOR THE PAST YEAR TO DECIDE ]F HE HAS EARNED ANY OR ALL OF HIS INCENTÏVE PAY. COMPENSATION FOR ALL OTHER EMPLOYEES ÏNCLUDING THE CHTEF FINANCIAL OFFICER, CH]EF MARKETING OFFICER AND OTHER KEY EMPLOYEES TS DETERMINED BY A SALARY SURVEY THAT IS CONDUCTED BY AN INDEPENDENT CONTRACTOR EVERY THREE YEARS AND TS UPDATED BY THE INDEPENDENT ]ONTRACTOR ANNUALLY FOR FLORIDA INDUSTRY AVERAGE TNCREASES WITHTN EACH POSITTON'S SALARY RANGE. JSA 4E1224 I.OOO P83545 M'726 5/4/2L6 4:49:23 PNI 625'7. Shedule O (Form 99 or 99-EZ) 21 1 PAGE 46

139 i Shedule O 99 or 214 Name of the organ zation FLORIDA TOURISM INDUSTRY MARKETTNG CORP INC. Employer dent f atíon num þer s9-33s IN ADDÏTÏON, A],L EMPLOYEES RECEIVE AN ANNUAL PEFI.FORMANCE REVIEW. SALARY INCREASES ARE DETERMINED BY THE PERFORMANCE REVIEW AND WHERE THE EMPLOYEE FALLS ]N THEIR POSITION'S SALARY RANGE. INCREA.CES TO SALARTES!úERE LAST GIVEN IN AUGUST 21,4. THE LAST SALARY SURVEY WAS CONDUCTED IN 214. SECTTON C, LINE 19 VIS]T FLORIDAIS GOVERNTNG DOCUMENTS, CONFLTCT OF ]NTEREST POLTCY, AND F]NANCIAL STATEMENTS FOR THE THREE MOST RECENT YEARS ARE MADE AVAILABLE TO THE PUBLIC UPON REQUEST. THE FINANCIAL STATEV-ENTS ARE PROV]DED TO THE FÏNANCE COMMITTEE AND BOARD AT THE BOARD MEETINGS. THE FINANCIALS ARE DISCUSSED IN DETAIL AT THE FINANCE COMMTTTEE MEETING AND TN SUMMARY DURING THE BOARD MEETÌNG, ü1hich ARE BOTH OPEN TC, THE PUBLIC. ATTACHMENT 1 99, PART VIT- COMPENSATION OF THE FTVE HTGHEST PATD TND. CONTRACTORS NAME AND ADDRESS BRAND USA 7125 EYE STREET NW, ETGHTH FLOOR WASHINGTON, DC 26 SAP]ENT CORPORAT]ON PO BO 4886 BOSTON, MA 22L2 THE RODRIGUEZ GROUP 139 S. DrrE H!úY, SUrTE 111 oral GABLES, FL MPH, INC CEDAR LAKE DR,lENlsoN, Mt MAT MED]A, LLC 21 S. MONROE STREET #21 TALLAHASSEE, FL DESCRÏPTION OF SERVICES COMPENSATION ADVERTTSING SERVICES 5, 665,3. ADVERTISING SERVICES 28, 648,23. MARKETING SERVICES 2, 846, 985. ADVERTISTNG SERVICES 4, 431,9. MARKETÏNG SERV]CES 3,829,962. JSA Shedule O (Form 99 or99-ez) OOO PE35 45 M' / 4 / : 49 :23 PM PAGE 47